Psychology of communication with customers in a retail store. Reception "Grandma" or how to start communication with the buyer on the trading floor

June 8th, 2011 06:05 pm

Clone army. It is precisely such associations that a host of sellers in a completely different corners countries, literally starting from the doorstep: "Hello, how can I help you." It got to the point that in the corporate department Levi's in the country's main store, I was greeted 5 times! The feeling that I got to someone else's friendly party, and did not come for jeans.

In short, there is an obvious problem - the inability of sellers to establish contact in trading floor. Why is this difficult to do? Personally, I know 3 factors that complicate this simple, in general, process. The first factor is the so-called "fear of the seller", when the buyer is afraid that now they will jump up to him and start selling and pushing something (in my opinion, we owe this to the market trade that flourished recent decades). Or that the seller will now devote time to him, spend energy on him, and in return he will simply be obliged to buy something. This is the second factor, and in psychology it is called the principle of social exchange. It is thanks to him that we, bringing souvenirs from our holidays to our friends, count on gifts in return and are indignant when this does not happen. When establishing contact on the trading floor, the principle of social exchange works against the seller. The third factor, the weakest, is that a person feels uncomfortable in any new territory for himself. Nothing can be done, this is a vestige of biological evolution (hello to our distant ancestors). These factors together determine the buyer's defensive behavior. As a result, he either avoids the seller (“Thank you, I don’t need anything”, sometimes he just leaves the store), or starts to attack (aggressive tone, sarcasm, phrases “Help with money”, “Hold the bag”).

Now that we have sorted out the fears of a buyer crossing the threshold of a store, it becomes clear that an attempt to immediately establish contact with him, as well as archipopular phrases like "What to tell you" and "Are you interested in something specific?" these fears only increase. Accordingly, the primary tasks of the seller are to reduce these fears and talk the buyer. How to do it? With the help of receptiongrandmother.

To begin with, let's take a closer look at the unsurpassed aces in starting a conversation - our Russian grandmothers. How do they do it? Let's watch them in their places mass gathering- for example, in public transport. Grandmother, passionately wanting to talk, having become accustomed a little and assessing the prospects of her immediate environment from the point of view of possible communication, throws out some phrase, while not addressing anyone. Attention: the information in this phrase should be on the topic of the day, otherwise nothing will work. Everything is good: education of today's youth, high prices, low pensions, and so on. If someone responded with some comments, then the deed is done, the conversation started. If no one answered, the grandmother, after a pause, says something else. As a rule, having made 2-3 attempts and not having received the necessary response, the grandmother becomes offendedly silent and goes on - either to her stop, or until a change in her immediate environment, when she can resume her attempts.

Experience has shown that a modified version of this technique produces fantastic results in making contact in retail sales. It works 90-95 times out of a hundred! The technology of its application is as follows.

Let's start with the customer meeting. Many stores have a standard that requires vendors to greet customers as they enter. Personally, I have a very ambiguous attitude towards it - it seems to me that it does not give the desired effect everywhere, rather, on the contrary (I do not take into account stores selling premium goods or with an established circle of customers). However, if such a standard exists, let's say hello properly, i.e. without prejudice to subsequent conversation. Firstly, it is advisable to greet the buyer once and one seller - at the entrance to the trading floor - and do this better than that who is closer to the entrance. When greeting, eye contact, a slight smile (sometimes called an eye smile), a slight nod of the head. Greetings should show that the buyer is welcome. At the same time, it is highly desirable that the seller takes a step back or to the side, thereby making it clear that he is not going to jump to the buyer on the move! This is very important nuance. If the salesperson is sitting at the table, don't jump up and go straight to the sales floor - this only increases the "fear of the seller", although I suspect that this is contrary to the corporate standards of many retail companies.If for some reason the seller did not have time to say hello, it's okay - believe me, he will survive it. And please, do not greet the side or back of the buyer!

Next, you need to give the buyer the opportunity to get used to the new territory for him. Depending on the area of ​​the store, this can take from several seconds to several minutes (in each individual case, this is determined empirically and fixed by the standard: during such and such a time, the seller must start communicating with the buyer). At this time, you should not follow the shadow of the buyer. If the possibility of theft remains in the store, it is better to take a position that is convenient for viewing and, observing the buyer with peripheral vision, correct the price tags, brush off non-existent dust. in other words, create the appearance of activity.

And now (tra-ta-ta-ta solemn drum roll) - the exit of the seller. More precisely, his approach to the buyer. When is the best time to do this? There are two options: when the buyer begins to carefully consider something, or when the standard time allotted for adaptation on the trading floor ends. What is the best way to do it? You need to get up from the buyer at a distance of 1-1.5 m to the side and slightly behind him (so that he can see you with peripheral vision) and start voicing the buyer's look. Remember grandmothers? They succeed only if the phrases have a topical focus. Therefore, the seller's phrases about the product should cause INTEREST! For example:

- This color is very trendy right now.

- This door has a special finish… (and be silent, let the buyer ask which one).

- This model has an extended warranty.

- This teapot is a bestseller.

Recommendation: the best impromptu is homemade, so the phrases must be prepared and learned in advance. And yet, it is important to be ready at any moment to continue your thought. For example, if a buyer asks why this kettle is most often taken, he needs to quickly and briefly answer (it has an extended service life, a well-known manufacturer and at the same time the best price).

The seller said one phrase, then paused for 2-3 seconds. All this time you need to look at the product, not at the buyer! If the buyer did not respond, you need to say one more phrase, pause again and another phrase. After the third phrase, you need to reduce the distance to the client by one step and look into his eyes without pause Ask a question to begin identifying needs. Question options depend on the range, for example:

- Do you choose for yourself or as a gift?

- Where do you choose: a private house or an apartment? (options: home or office, living room or bedroom, etc.)

- May be Are you interested in something specific?

- Are you interested in upholstered furniture or cabinet furniture?

At this stage, the use of the word "buy" and its derivatives is strongly discouraged, so that the buyer does not feel obliged to do so.

Very often, the buyer will start asking questions after the first phrase of the seller (or after the second). In this case, it is necessary briefly answer it and ask your question, thereby retaining control of the conversation and starting to identify needs. Voila!

What nuances should you pay attention to? The basic state of the majority of shoppers in the store can be characterized by the word "indecision". Therefore, they need to be pushed a little, to lead. The use of alternative questions, the absence of a pause between the third phrase and the question - all this is subordinated to this very goal. And one more important point. The buyer may not be at all interested in the product near which the seller began to communicate with him. Therefore, it is not necessary to immediately start presenting it.

P. S . Another cool trick that allows you to start communicating with the buyer and neutralize the principle of social exchange, I once read from A. Derevitsky, when the seller offers the buyer: “Let me tell you about this model. I love talking about her."

Any reprint in electronic or paper media of the text of the article, full or partial, is possible only with the written consent of the author.

We learn the rules of trade and effective communication with clients from grandmothers - they already know how to find the right approach to people.

Pavel Rassokhin, Sales Business Trainer, tells what should be in common between talkative old ladies and professional salespeople. Clone army. These are the associations that a host of sellers evokes in me. in completely different parts of the country, literally from the threshold of those who start: "Hello, how can I help you." It got to the point that in the Adidas branded boutique they greeted me 5 times! The feeling that I got to someone else's friendly party, where for some reason I don't know anyone, and didn't come for a tracksuit.

In short, there is an obvious problem - the inability of sellers to establish contact on the trading floor. Why is this difficult to do? Personally, I know three factors that complicate this ingenuous, in general, process and cause buyers to fear the seller.

First factor- the buyer is afraid that now they will jump up to him and start selling and pushing something (in my opinion, we owe this to market trade, which has flourished over the past couple of decades). Or that the seller will now devote time to him, spend energy on him, and in return he will simply be obliged to buy something.

This is the second factor, and in psychology it is called the principle of social exchange. It is thanks to him that we, bringing souvenirs from our holidays to our friends, count on gifts in return and are indignant when this does not happen. When establishing contact on the trading floor, the principle of social exchange works against the seller.

Third factor, the weakest, for any new territory the person feels uncomfortable. Nothing can be done, this is a vestige of biological evolution (hello to our distant ancestors). These factors together determine the buyer's defensive behavior. As a result, he either avoids the seller ( "Thanks, I don't need anything" sometimes just leaves the store), or begins to attack (aggressive tone, sarcasm, phrases "Help with money", "Hold the bag"). Now that we have sorted out the fears of the buyer crossing the threshold of the store, it becomes clear that an attempt to immediately establish contact with him, as well as archipopular phrases like "What can I tell you" and "Are you interested in something specific?" these fears only increase. Accordingly, the primary tasks of the seller are to reduce these fears and talk the buyer. How to do it?

With the help of Babushka. To begin with, let's take a closer look at the unsurpassed aces in starting a conversation - our "post-Soviet" grandmothers. How do they do it? We will observe them in places of their mass congestion, for example, in public transport. Grandmother, passionately wanting to talk, having become accustomed a little and assessing the prospects of her immediate environment from the point of view of possible communication, throws out some phrase, while not addressing anyone.

Attention: the information in this phrase should be on the topic of the day, otherwise nothing will work. Everything fits: education of modern youth, high prices, low pensions, etc. If someone responded with some comments, then the deed is done, the conversation started. If no one answered, the grandmother, after a pause, says something else. As a rule, having made two or three attempts and not getting the desired response, the grandmother becomes offendedly silent and goes on - either to her stop, or until a change in her immediate environment, when she can resume her attempts.

Experience has shown that the use of this technique in a modified version gives fantastic results in establishing contact in retail sales. It works 80-90 times out of a hundred! The technology of its application is as follows. Let's start with the customer meeting. Many stores have a standard that requires vendors to greet customers as they enter. Personally, I have a very ambiguous attitude towards him. It seems to me that it does not give the desired effect everywhere, rather the opposite (I do not take into account stores selling premium goods or with an established circle of customers). However, if such a standard exists, let's say hello properly, i.e. without prejudice to subsequent conversation. First, it is advisable to greet the buyer once and one seller- at the entrance to the trading floor, and it is better to do this to someone who is closer to the entrance. When greeting, eye contact, a slight smile (sometimes called an eye smile), a slight nod of the head. Greetings should show that the buyer is welcome. At the same time, it is highly desirable that the seller takes a step back or to the side, thereby making it clear that he is not going to jump to the buyer on the move! This is a very important nuance. If the seller is sitting at the table, you should not jump up and go out immediately to the trading floor - this only increases the "fear of the seller", although I suspect that this is contrary to the corporate standards of many retail companies. If for some reason the seller did not have time to say hello, it's okay - believe me, he will survive it. And please, do not greet the side or back of the buyer! Secondly, it is necessary to give the buyer the opportunity to get comfortable in a new territory for him. Depending on the area of ​​the store, this can take from several seconds to several minutes (in each individual case, this is determined empirically and fixed by the standard: during such and such a time, the seller must start communicating with the buyer). At this time, you should not follow the shadow of the buyer. If the possibility of theft remains in the store, it is better to take a position that is convenient for viewing and, observing the buyer with peripheral vision, correct the price tags, brush off non-existent dust. In other words, create the appearance of activity. And now (solemn drumroll) - the exit of the seller. More precisely, his approach to the buyer.

When is the best time to do this? Option two: when the buyer begins to carefully consider something or when the standard time allotted for adaptation on the trading floor ends. What is the best way to do it? You need to get up from the buyer at a distance of 1-1.5 m to the side and slightly behind him (so that he can see you with peripheral vision) and start voicing the buyer's look. Remember grandmothers? They succeed only if the phrases have a topical focus. Therefore, the phrases of the seller about the product should be of interest! For example: "This color is very trendy right now." "This door has a special coating..."(and be silent, let the buyer ask which one). "This model has an extended warranty." "This teapot is a bestseller." Recommendation: the best impromptu is homemade, so the phrases must be prepared and learned in advance.

And it is also important to be ready at any moment to continue your thought. For example, if a buyer asks why this kettle is most often taken, he needs to quickly and briefly answer (it has an extended service life, a well-known manufacturer and at the same time the best price). The seller said one phrase, then paused for 2-3 seconds. All this time you need to look at the product, not at the buyer! If the buyer did not respond, you need to say one more phrase, pause again and another phrase. After the third phrase, you need to reduce the distance to the client by a step and look into his eyes without a pause to ask a question from which the identification of needs will begin.

Question options depend on the range, for example: "Do you choose for yourself or as a gift? Where do you choose: a private house or an apartment? (options: home or office, living room or bedroom, etc.). Maybe you are interested in something specific? Are you interested in upholstered furniture or cabinet furniture? At this stage, the word "buy" and derivatives from him to use is highly discouraged so that the buyer does not feel obligated to do so. Very often, the buyer starts asking questions after the first phrase of the seller (or after the second). In this case, it is necessary to briefly answer it and ask your question, thereby retaining control of the conversation and starting to identify needs. Voila! What nuances should you pay attention to? The basic state of the majority of shoppers in the store can be characterized by the word "indecision". Therefore, they need to be pushed a little, to lead.

Use of alternative questions, no pause between the third phrase and the question- all this is subordinated to this very goal. And one more important point: the buyer may not be at all interested in the product near which the seller began to communicate with him, so it is not necessary to immediately start presenting it. I wish you all good luck with your sales.

An important point is that it is from the beginning of contact with the buyer that the sale itself begins. A few points that allow you to effectively start communication with the client.

How can I help you

We will not dwell on this moment - such questions are too hackneyed and cause rejection, a desire to close. Phrases like "how can I help you" or "can you tell me something" are things to avoid.

But there is an interesting point - many use such phrases and this does not always lead to failure. The fact is that if the client came purposefully for a purchase, if the client is sure of his intention to buy, then phrases like “how can I help you” will be as a simple reason to start contact for the buyer and inform the seller about his intention. Sometimes it’s better to say such a phrase than just keep silent and not contact the buyer. However, there are a sufficient number of methods on how to start a conversation with the buyer, allowing you to avoid hackneyed phrases.

client in the hall

Depending on the scope of sales, on the specific situation, the most appropriate tactics of behavior are selected. The client can be given the opportunity to look around, only to greet him at the entrance. For example, if you have a large assortment. Or you can clarify the reason for the visit, if there is less choice.

In any case, it is worth saying hello to the client at the entrance. A simple “good afternoon/morning/evening” will do. At the same time, you can take a small step back, making it clear that you are not going to “attack”. Met an interesting greeting "welcome". Such a greeting is original and able to arouse interest.

Phrase - pause - question

One of the best ways to start a conversation with a customer is to “phrase-pause-question”. What is the essence of the method can be understood from the name:

Phrase. It can be any neutral phrase that makes sense at the moment. For example, “we are having a promotion” or you pay attention to the product that the buyer is looking at and say the phrase about this product “this model is now the most relevant and in demand.”

Pause. After a neutral phrase, we simply pause a little, allowing the client to think about what you said.

Alternative question

Trying to get away from a monosyllabic, closed question is a good idea. Having heard a closed question, the client may respond “no” by inertia. We ask an alternative question to establish contact, for example, “are you here for a purchase or service?” and so on.

In contact with

Classmates

From this article you will learn:

• How to offer goods to stores
• How to offer a product on social networks and by phone
• How to properly offer a product to a sales representative

The domestic economy has recently embarked on the rails of market relations, from that moment on, each of the sellers asks a fundamental question: how to offer a product or service so that the buyer is interested. Consider the key aspects of this issue.

How to offer a product to be bought

Of course, the success of a business depends largely on the volume of sales, this is perhaps one of critical factors. Production capacity can be increased quite quickly, but the market capacity does not always make it possible to realize the inherent potential. Advertising budgets can be 20-50% of the cost, firms are doing everything possible to beat the competition.

All of these factors indicate that the entire distribution chain – marketing/sales/store – is important. The answer to the questions: “How to properly offer a product” and “How to sell a product to a client” is the solution to the needs of the buyer.

1. Before offering a product to a buyer, thoroughly study all the issues related to it. The more extensive and in-depth information about the product you have (operation, scope, availability of options and their differences, etc.), the more reasonably you can convey to the buyer why he needs it.
2. Be very attentive to the question of the psychology of a potential client. You need to clearly understand who is in front of you: a student or an intellectual, young or old, man or woman. Having an idea about the nature of a potential client, it will be easier for you not only to offer him a product, but also to build a productive dialogue with him, to establish a competent strategy in the “buyer-seller” relationship.
3. When offering a product, do not forget about the emotional component: let the potential buyer feel like the owner of a product that has not yet been purchased. Show what the product is in action, let it be touched, touched, smelled. Create all the conditions for making a purchase so that the client wants to purchase this particular product right now.

How to offer a product in bulk

There are a few simple rules on how to sell goods in bulk. In this case, you need to focus on the future, that is, on the constant search for a customer. The volume of deliveries depends on the scale of the client company (it will be large or small orders). Categories such as delivery, price, terms are a temptation for the buyer and a big plus for the supplier.

Consequently:

• do everything possible to “lure” the client from the very beginning with low prices for delivered orders and low logistics bills;
• follow the terms of the contract - never violate them;
• deliver on time and regularly;
• remember that wholesale is selling on an equal footing.

How to properly offer a product to a customer in a store

The most important problem faced by retail chains, including large ones, is the problem of recruitment, since the employees of most stores are not ready for effective sales (residual effects of soviet education). But there is another side to this - retailers themselves often do not pay due attention to the training and motivation of salespeople, treating them as a third-rate "labor force" that is constantly changing. This attitude leads to a lack of proper training. The seller offers the goods to the buyer not very effectively, because he does not know how to do it. But trained employees with proper motivation may well become the key to the success of any outlet.

A successful salesperson is someone who:

• easily identifies customer problems;
• can assess the priorities of the consumer in the context of solving these problems;
• can and seeks to help buyers find solutions to these problems in the most convenient, efficient, innovative and timely way, and at a price that is right for the buyer.

More often than not, if the salesperson is able to identify the customer's key issues, the customer will be willing to pay for their solution.

Knowing how to promote your problem-solving abilities to potential buyers can be the key to success. This is to ensure that customers are aware of what you can do for them and what will be the benefits obtained from using the solutions you propose.

Sales leaders don't just focus on how to offer a product (or how to sell it), but they expand their customer's horizons. To become a top seller, you need to periodically answer the following questions:

• What customer problems do I solve?
• What is the customer's perspective on these issues and the solutions I offer?
• How does the buyer prioritize when looking for solutions to these problems?
• What other customer problems can I solve?
• What hidden or future problems are buyers unaware of?

Buyer comes with huge amount problems. Your task is to point to them and give them a detailed description, but not from your point of view, but from the position of the client. Focus on those problems that need to be solved first, and for this it is necessary to formulate the right questions and listen carefully to the buyer's responses. And after that, offer your solutions (= offer a product).




3 tips on how to talk to a buyer when offering a product

Experts share useful tips with distributors about how to talk with the buyer in order to achieve success, how to offer the product as efficiently as possible.

1. Product knowledge.

Despite the fact that we have already mentioned this fact, we will repeat once again: preparations for trading should begin even before the sales themselves, in particular, we are talking about getting all possible information about the product. What it can be: before offering a product, check the nuances of different manufacturers, the specifics of use, price corridors for wholesale / retail, at different outlets and in the place where exactly you will sell. However, the psychological aspect can be called much more significant.

The task of any seller is to offer a product, while giving answers to all the questions that have arisen. Such a distributor inspires confidence, the buyer understands that he is a professional, not an amateur. There is another point: if the client receives an exhaustive answer, he begins to feel obligated, and in some cases this may affect his decision to purchase the goods here, from this seller. However, in the opposite situation, when the seller answers without enthusiasm, at length, the consumer understands that he is not a professional.

The only exception: the buyer, due to some circumstances, has information about the product, for example, he took part in the production of similar products. Then you need to offer the goods more carefully, you should not go too far: it is important to show your competence in this matter, and respect the knowledge of the interlocutor, and maybe even ask him something, ask some questions. Such a model of behavior will increase the importance of the buyer in his own eyes and at the same time increase the assessment of the seller.

1. Good mood.

In fact, the mood of the seller is a working tool, since he is an actor who cannot afford an arbitrary mood. His task is to "keep face" regardless of what's on his mind. After all, the buyer immediately catches the mood of the seller and reacts to it: good mood transmitted, but bad too. If the buyer came to the store in a good mood, and the seller spoiled it, then the buyer subconsciously (or maybe consciously) wants to take revenge on the seller without buying anything from him.

1. Respect for the buyer.

Respect for the buyer is manifested in respect for his desires and choices.

That is, if the buyer wants to buy tea, then you should not try to sell him lemonade. Of course, it is permissible to offer a substitute product, but selling it is fraught with consequences. The buyer is more and more psychologically savvy, often he is also well versed in the product. Therefore, the fact that instead of a substitute product they begin to very persistently offer something completely different, even when such a replacement seems appropriate to the seller, causes irritation and negativity. This is regarded as manipulation, and its disclosure should be followed by punishment: and this is already the loss of a client, because he is unlikely to ever return to the place where he was deceived or tried to deceive.

Trading is somewhat akin to fishing: it is impossible to make the fish peck, but they can be attracted by high-quality bait. The buyer likes quality service, and respect is an important component. And even in the case when you do not have some product, sending the buyer to the place where he is, this will also positively affect your assessment by the buyer, and it is highly likely that he will return to you.

You need to respect not only the problems of the buyer and his desires, but also the refusal. A buyer who was rude or rude after a refusal is unlikely to be seen again in your store. And even if there was no obvious rudeness, then abrupt change the behavior of the seller (from fawning / attentive to indifferent / negative) will also shock the buyer, and he is unlikely to come to this store.

• in no case do not talk about the negative nuances of the product, so as not to spoil the positive;
• even if you know how to offer a product correctly, but do not own the rules of ethics, success will not be easy. Be charming, friendly, respectful - this will help sell the product, but avoid familiarity, familiarity, keeping the right distance.

How to offer a product to a sales representative

A budding sales rep is always going to get rejected, this is because retail outlets are against working with new suppliers or new products - the store shelves are already full of goods. However, there are good principles in sales and good methods how to offer a product to unfamiliar customers.

1. Make an illustrated catalog.

If it is the woman who decides whether or not to work with you, then there is one useful method: creating a catalog with illustrations. This is true for women, as women usually tend to choose goods from catalogs: this form of shopping inspires confidence in them. Offering goods in this way is a variant of a more advantageous form: browsing a catalog takes less time than viewing a price list, and looking at pictures is more pleasant than at numbers.

1. Go around all outlets in the assigned territory.

Be prepared to be rejected in most places when you offer a product, but this should not bother you: it's normal for the psychology of the seller - checking a new person (will he appear again and how persistent is he?). Don't be discouraged if you get rejected. Just let them know that you will come back another time when something interesting appears. The seller is unlikely to refuse this. Focus on finding your first client - it's hard, but it's possible.

1. Revisit the stores located near the first customer.

Come back after a while with a message that you have news. In the conversation, give a reference to the first customer and inform that your product will be presented in his store. Buyers notice everything: if one store offers your product, but this one does not, they will come to the store with new products more often. And this is an important criterion for many.

1. Collect statistics and reviews.

Contact customers with a question about how they are doing in the outlet with your product. Do not let their answers go past your ears - fix and pay attention to it.

1. Visit the rest of the shops.

Let us know that your product is already available in 15 stores. But do not lie, but tell it like it is. Voice the words of customers who are satisfied with your product. This may be the impetus to start working with you. FROM successful people I want to work, people who are set up in this way find it easier to offer goods.

How to offer your product to stores

This question is always asked by newcomers, because the heads of retail outlets refuse new products, arguing that the stores are already overstocked with goods. Therefore, there is one feature in how to offer a product to a store: you need to offer not only a product, but also something more, for example, better service than competitors, a better solution to working moments. Your task is to offer a product, at the same time convincing the client that he will not waste his time in vain if he starts working with you.

To sell your product successfully, you need to have an idea about all the stages of a customer visit:

• preparation;
• approach to the outlet;
• presentation;
• make a deal;
• merchandising;
• visit analysis.

There are a number important tips in how to offer a product:

1. Remember that store managers perceive a new supplier as new problems. This is due to the past negative experience of contacts with unreliable suppliers, for example. Therefore, any new proposal is perceived by them with caution. Don't forget this: Selling a product has two parts: first you have to "sell yourself" as a bona fide business partner, and only then do you focus on how to offer the product and sell it. If you look at the situation from this position too, then it will be easier for you to negotiate and find the right words.
2. When you go to the store to offer a product, focus on a slightly different goal: find out about the problems of your potential partners. Let me know that you plan to work in this market, but today you came to find out what problems the store faces when working with suppliers. Be attentive to the answers you receive and say that you will return when you can offer a solution to these problems.
3. Analyze this conversation: identify weaknesses in the work of competitors, create a service scheme for a point of sale that will exceed the offers of competing suppliers. Focus on how to effectively demonstrate this difference to store managers when you start offering the product.
4. Organize another negotiation, but again do not talk about your products, focus on how comfortable it will be for the buyer to work with your company.
5. Receive your first purchase order. Let it be small - after all, this is a kind of check, but clearly state what the minimum order quantity should be in the future.

Remember: competitors will immediately notice the decline in sales that is associated with your entry into the market. The response of rivals may be, for example, an improvement in the quality of service. Your task is to return to the above steps from time to time and repeat them.

Important recommendation:go to the trading floor after the delivery has been made, find out if everything is fine. The fact that you care about your partner- this is an additional bonus that will play in favor of working with you.

How to offer a product on social networks

SMM, or marketing in in social networks, is now gaining momentum. There is not a single company that does not understand the importance of promotion in social networks. At the same time, not everyone knows how to offer goods here correctly and as productively as possible.

The statistics say the following: for example, specialists from GfK Ukraine analyzed what goods, where and how often Ukrainians purchase via the Internet. Here are the results: in 2016, more than 39% of Internet users bought goods or ordered services using social networks. And, let's say, in 2013, only 12% made purchases through social networks.

Most popular goods: clothes, accessories, gifts, shoes, cosmetics and perfumes. Most of the customers are, of course, women.

Such statistics once again emphasize that you can really sell on social networks.

But how to do it?

Everything is not so difficult, you just need to take into account important factors:

• the audience of your company coincides with the audience of the social network;
• there are no barriers to buying your product through a social network (no additional registrations, requests are processed slowly, etc.);
• you really develop your community: there is the right content, a sufficient number of participants, and you were able to reach an average or even high level of involvement;
• users trust you (for example, thanks to high-quality work with feedback);
• you realize that online sales take time (minimum 3 months).

When you can put a plus next to each item, then you are really confidently moving in the right direction: you can safely offer your product.

1. Specify the current price.

Do not create unnecessary barriers on the way of the purchaser to purchase your product: let him see the price right away. Be sure that potential customers for whom the price you name will not be suitable will refuse to purchase the product in any case.

1. Simplify the ordering process as much as possible.

It is necessary to offer goods in online stores in such a way that the client has the opportunity to buy the product he likes almost instantly, without unnecessary manipulations of going to the site, registrations, etc. The more difficult it is to place an order, the more likely it is that the buyer will change his mind. Your task is to make sure that the customer understands the scheme for purchasing goods, and this scheme should be simple.

1. Regularly update the assortment so that the buyer has the opportunity to choose.

Remember the women's craving for shopping: hourly walks in shopping centers, the opportunity to choose, the understanding that one of these things will sooner or later become their property. The same principle should work in social networks: users should have a choice. These can be albums with goods, where you can see everything that is, compare, and then buy. Plus - the more assortment you offer, the more customers (and their needs) will be satisfied.

Remember about such a factor as the relevance of the product. Let you have an "In Stock" album, which will be regularly updated and replenished, do not forget to periodically offer goods from this album. Because often the refusal to purchase is provoked by the need for a long wait for the receipt of goods or its absence at all (despite the fact that it is presented in the album / on the site).

1. Follow the trends and beat them.

Trends are a great way to make money quickly and a lot. Pay attention to what users are talking about on the Internet, what is happening around, what is interesting to people. Apply what you've learned to offer your product. Things that are in trend, as a rule, are more popular than the standard range.

1. Update community information regularly.

It is important for you to convey to your customers the fact that your products are updated all the time. However, you should not do it too zealously, otherwise there is a risk of a ban (in the news feed). Do this in moderation so that when a user needs something from what you sell, he immediately remembers you.

1. Respond promptly to comments.

Timely responses to comments increase the likelihood of a purchase. Slowness can lead to the fact that the buyer will go to competitors.

1. Don't neglect community management.

Community management is almost a key component in working with your community. It gives you the opportunity to build trust with users who can become your customers. Give public responses to negative comments, do not delete them and be able to admit your mistakes.

Remember the importance feedback and reviews: their presence will increase the loyalty of the audience, which in the future will be able to recommend your store to friends and acquaintances. But just do not falsify information, reviews must be honest and real, and fictional reviews will never play into your hands.

1. Let's advertise on interesting offers, discounts.

Draw your customers' attention to various interesting offers, promotions and discounts in advertising campaigns. Such messages increase the effectiveness of advertising, which leads to an increase in sales.

In contact with

Classmates

From this article you will learn:

• What you need to know about the right communication with the client
• How to turn customer communication into your company's golden fund
• What are the best ways to communicate with customers?
• What not to do when communicating with a client

Today, business relationships between people around the world are built mainly on trade. It can be not only the sale of goods, but also services, copyrights, etc. Thus, our society is divided into buyers and sellers who are in constant interaction with each other. And the success of all commercial transactions depends on how high-quality this cooperation will be, how competent communication with customers will be. Of course, this is not the only criterion for the success of a trading business; first of all, the quality of the product or service itself is important. But many shortcomings can be compensated for with the right communication. A buyer who is satisfied with the service will definitely return to you again, and will not go to competitors. And, on the contrary, if your staff is not attentive enough to visitors or is rude, the buyer will no longer step over the threshold of your store, no matter how high the quality of the goods. This article will touch upon all the nuances of interaction with consumers, give examples of proper communication, consider phrases that should not be used, and also analyze various techniques that are successful from the point of view of psychology. The article will help you build a competent sequence when communicating with a client and attract new customers.

How to establish good communication with clients

Regardless of how the communication with the client is built - via telephone or personal contact - it is the first impression that plays a fundamental role and ultimately affects the outcome of the conversation. Here it is important to follow a number of rules, as well as adhere to the sequence of stages when interacting with the consumer. Most important rule- directing the conversation in the direction you need and leading the interlocutor. It is necessary not only to be able to tell him about the advantages of your product and service and the benefits of working with you, but also to ask the right questions in time to identify the needs and preferences of the client.

Communication should be open and friendly: do not raise your voice, argue, put pressure on the buyer, impose your product on him, be overly intrusive. But it is important to be the leader of the conversation and be able to keep everything under control. It is important to conduct a dialogue, involving the interlocutor in communication, and not just speak a memorized boring speech. You need to interest him in your product or service, as well as gain confidence and arrange for interaction with you.

How to properly clarify customer objections? Find out in the training program

How to behave during a conversation

The correct line of behavior of the staff plays big role. The probability of a purchase will increase significantly if the cooperation between the manager and the client is successful. It is important to show due and at the same time unobtrusive attention to the buyer, showing him that you are interested in making him satisfied. To do this, you need to be able to arrange the interlocutor, using a smile and a friendly tone. Emotionality in communication is also very important: the buyer will not show interest in either you or the product if you speak in a monotone. If during the conversation you use the right emotions, this will help to interest the interlocutor and make the dialogue more lively and relaxed.

Every salesperson needs to have good diction. It is important not only to know what exactly needs to be said to the buyer, but also to be able to clearly and correctly do it. The manager should not have speech impediments. The buyer should see a real professional in front of him, who knows how to talk about the product, answer all questions of interest, with whom it is pleasant to have a conversation. Nobody is interested in an insecure employee who does not know how to connect two words. When communicating with a client, it is also important to get to know him and in the future to address him by name. Such psychological reception helps to position the interlocutor, giving communication a more personal character. It is very important to listen to the buyer and in no case interrupt him, but at the same time direct the conversation in the right direction if he starts to move away from the main topic.

How to talk about a product or service

Often there are difficulties in communicating with a sales client at the very first stage of the conversation - he is initially not interested in hearing about the product. How to present your product or service to the customer in a profitable way? the main task– to interest him in the product and pay attention to your company. People are very fond of promotions and special offers, and this can not be used to attract new customers, as well as retain existing ones. During communication with the consumer, tell about ongoing promotions, explain all the benefits of buying this particular product, interest in a novelty that has recently entered the market. Find out the needs and interests of the client in order to offer the right product for him, meeting all his wishes and requirements.

Once you've decided on the buyer's requirements, focus his attention solely on the details that interest him. There is no need to overload the interlocutor with an excessive amount of information in which he will only get confused. It will be sufficient during communication to correctly place accents and describe the product precisely according to the parameters that are of interest to the client. The final stage is to work out all the objections of a potential buyer, thereby dispelling his doubts, and encourage him to make a purchase. Even if the consumer, after communicating with you, refused to purchase a product or pay for a service, you need to maintain goodwill and courtesy towards him. Then there is a very high probability that the visitor will come to you in the future, remembering your professionalism and desire to help with the choice. Thus, following the correct sequence of stages when communicating with a client is very important if you want to grow your business.

Simple rules of communication with the client

There are many examples successful sales, when a person, just for the sake of interest, went into a store, and after talking with an employee of the trading floor, he left with a purchase. It speaks of professionalism and high level salesperson training. Many consumers need to be encouraged to make a purchase. To do this, specialists in the field of trade and psychology have developed a number of rules. If sales managers follow them, the company's turnover will definitely increase.

1. Customer orientation. The most important thing when communicating with a client is to convince him that you are pursuing his interests, and not yours, and really want to help him. This will instill confidence in the buyer and help win him over. Openness and goodwill are one of the main keys to success. You need to be especially careful in those moments when the visitor himself asks you questions. Answers should be as informative and detailed as possible. You need to show that the buyer is important to you, and you are ready to answer all his questions. Indifferent, dry remarks will leave a bad impression on the quality of service.

There are several ways to show your interest:

• when talking with the buyer, your attention should be focused only on him. You can not be distracted by extraneous matters;
• communication should be emotionally charged. It is important that the interlocutor sees a living person in front of him, and not a robot;
• during communication, you need to look the interlocutor in the eyes;
• it is important to have a dialogue, encouraging the client not only to listen, but also to speak;
• it is necessary to give as much valuable information about the product as possible for the buyer, but at the same time make sure not to overload it with unnecessary information.

Try to communicate with the buyer in the most understandable language for him. No need to delve into professional terminology that a person does not understand. If we are talking about, for example, a blender, it is not necessary to say that its power is 1500 watts. This information may be completely useless to the client. It would be much better if you list the main products that you can grind with it. So you will talk about the technical characteristics of the product, but they will be clear not only to you, but also to the buyer.

1. Don't stoop to the level of the client. At first glance, this is rather strange advice, because the first rule says that you need to speak with the buyer in his language. This is undeniable. This rule created only to warn you against the possibility of a conflict brewing when communicating with a client. The contingent of buyers is completely different, and not all of them are able to communicate adequately, allowing themselves to use profanity and rudeness. It is in these cases that one cannot become like ill-mannered people and respond with aggression. It is important to be able to remain calm and find the strength to always be polite and friendly. The reputation of the company you work for depends on it.
2. The client is always right. It has long been a beaten and memorized rule by all sales managers. But it is not entirely correct. Every salesperson understands that the customer is actually right in very rare cases. Most potential buyers do not know what they really want and understand your store's products much worse than you. It is you who is the owner of the store, not the client, and it is you who are in charge here, because everything that happens to him depends on you: whether he can find the product he needs, whether he leaves with the purchase. But in no case should the buyer know this. He must believe that only he is right.
3. Don't insist. When offering your product or service, do not go too far and do not be too intrusive. There is no need to put pressure on the buyer, forcing him to make a choice and make a purchase right now, if it is noticeable that he is not ready to do this. A person should not get the impression that you imposed a product that he did not need at all.
4. Don't get lost. If we are not talking about a one-time sale, but long-term cooperation (regular deliveries of goods, construction, a large project, etc.), a very important rule of communication with the company's customers is to always be in touch. Firstly, the customer may want to know how the work is progressing and at what stage of the process, whether everything is going according to plan and whether he should be worried. Secondly, the client may want to make some amendments to the original project plan. Keeping in touch is in your best interest. If the customer remains dissatisfied with the result of the work on which you spent more than one day, it will be much more difficult to fix everything than if checks and adjustments were made in intermediate stages.

These five communication rules will help you not only find the right approach and win over the conversation of any buyer, but also bring him to the conclusion of the transaction.

The main generally accepted standards of communication with the client

Every self-respecting organization necessarily develops internal regulations and standards for communication with the company's customers. They are aimed at properly establishing a dialogue with the buyer and building a competent sequence of stages of communication with him. This article will describe the main standards, on the basis of which you can develop your own regulations.

1. Emotional attitude and openness to the client. Employees of the trading floor or sales office should look so that the visitor wants to contact them. Here we are not talking about the external data of the staff, which, by the way, is also important, but about the image of a friendly manager who is ready to advise and help. Salespeople, of course, are people too and have the right to be in a bad mood, but this should in no way affect communication with customers. A bad mood should be left at home or on the street, and at the workplace the employee should be with a friendly smile, and not scare away visitors with a sour expression on his face.

2. The client does not have to wait. There is hardly a person who dreams of sitting in line for an hour or two. Waiting is painful for anyone. Therefore, it is important to ensure that your customer service is built in such a way that there are as few waiting visitors as possible. If there are such people, you need to show maximum care for those who are waiting for their turn. First you need to apologize to the person and clarify how long he will be served. Often this is important, because, perhaps, at this time he will be able to solve some of his other affairs. It is also necessary to entertain the guest with something if he is waiting for his turn in the hall: it can be magazines, catalogs, tea, coffee. The most important thing is that a situation does not arise: the visitor came in, and you did not pay attention to him, because you were busy. It is important to meet the client and let him know that he will definitely be served.

3. Be able to conduct a dialogue. To win over the interlocutor and impress him, you need to not only be tactful with him, but also in relation to your competitors. You should not compare your product with someone else's, pointing out the disadvantages of others and your own advantages. It is unlikely that you will inspire confidence if you discuss competitors. Also, do not engage in excessive self-promotion: it will look like boasting and exaggerating existing virtues.

It is better to avoid long monologues, lengthy descriptions and explanations. It is worth remembering the main characteristics and advantages of a particular product and conveying the very essence to the buyer without overloading him with unnecessary information. If you talk too much and for a long time, then, firstly, you can easily get confused yourself, and secondly, quickly tire the client. So that the visitor does not get tired of listening to you, you need to communicate with him in the form of a dialogue, ask questions, and involve him in the conversation.

4. Be able to hear and listen. These concepts, similar to each other, are somewhat different, because listening and hearing are different things, and a true professional in trading and in communicating with clients should know these differences. Listening is the ability to demonstrate to the interlocutor that you are listening. There is a special technique of active listening that everyone can master: you need to make eye contact, nod, do not interrupt.

The ability to hear is the ability not only to listen to a person, but also to understand everything that he wanted to convey to you. It is often very difficult to understand the buyer during communication with him. Many factors play a role here: people see the same things differently, a person does not always have sufficient knowledge to correctly express his thoughts and wishes. In such cases, you need to be able to unobtrusively get to the bottom of the truth, ask leading questions, find out as many details and details as possible. Sometimes it’s enough just to put yourself in the place of your interlocutor and look at the question through his eyes. When you master the ability to hear people, you can not only quickly help the buyer solve his problem, but you can also easily manipulate him, which is useful for the seller.

5. Address the client by name. How to win over an interlocutor with just one word? Say his name. A banal truth that has huge success in communicating with a client. When you address a person by name, a more comfortable, inviting and trusting atmosphere is created for him, and the importance of this particular buyer for you is also emphasized.

6. Don't lie. Your reputation will be completely undermined if you are caught lying. Never exaggerate the merits of the product and do not say what is not really there. Even a small lie can cause irreparable harm and lead to a loss of trust on the part of the client.

7. Always do a little more than is required. Very simple, but at the same time effective technique. Exceeding consumer expectations is easy enough. You need to give him a little more attention, provide an additional, even the most insignificant, service, pleasantly surprise him, and he will become your regular customer. The more you do for the buyer in the form of some kind of additional bonus, the more you will get in return. He will be more willing and with great interest to talk with you about further cooperation if you charm him with your special attitude.

Sequential stages of communication with the client

Stage 1. "Making contact" or "Establishing contact"

Any sale or transaction is impossible without this stage.

Purpose: to attract the attention of a potential buyer to yourself and arrange for further communication.

Before moving on to identifying the needs of the client, it is recommended to resort to communicating with him on abstract topics. There are a number of methods for establishing contact with the visitor. You can offer tea, coffee, make a couple of compliments, etc.

It is very easy to understand whether it was possible to establish contact with the buyer by his actions. If he actively enters into communication, positively responds to the words and actions of the seller, behaves at ease and relaxed, we can conclude that the connection has been established. If the client is tense, tense, avoids communication, answers questions dryly and briefly, looks away - this indicates that contact could not be established. In this case, the stage of making contact should be given more attention, using various techniques.

Stage 2. Identification of needs

Purpose: to identify the preferences and wishes of the client.

The more accurately the manager can identify the preferences of the buyer, the more favorable he will be able to present the product, which as a result will lead to a purchase.

To find out the needs of the client, the manager must use the correct sequence when communicating with him, be able to ask the right questions, listen and understand the interlocutor.

Stage 3. Presentation

Purpose: to offer exactly what the buyer needs, based on his needs, identified in the second stage of communication.

When presenting a product or service, the main thing is to convey to the client the benefits of purchasing the product. It is important not to confuse the concepts of "benefit" and "advantage" here.

Advantage- this is the benefit of this particular product in comparison with analogues. Anyone who purchases this product will benefit from this.

Benefit- this is such a feature or characteristic of the product that is able to satisfy the specific need of this particular buyer.

Thus, knowing all the needs identified during communication with the visitor, it remains only to correctly present exactly the product, which, according to its characteristics, corresponds to the wishes of the client. It turns out that any product parameters can become beneficial for a particular client.

Stage 4. Dealing with objections

Purpose: to dispel the buyer's doubts about the quality of the product or its compliance with the requirements, as well as the need to purchase.

The better the previous stages of interaction with the client are worked out, the fewer objections will follow. Perhaps the manager will conduct all communication so correctly that he will not encounter objections at all.

Often objections are related to the fact that:

• not all customer needs have been identified;
• weak contact was initially established, and not enough time was devoted to communication with the client;
• the presentation was uninformative and failed to give complete description goods, and thereby answer all the questions of the buyer.

Every manager who wants to achieve success in sales should try to minimize the number of objections, because their excess is a signal of a poorly done customer interaction.

It will not always be possible to completely avoid objections, so you need to learn how to respond to them correctly and take appropriate measures.

Clearly follow the scheme of work with objections:

• listen to the objection of the buyer;
• smooth out his emotions by using phrases of understanding (“I understand your indignation”, “Yes, I agree that it’s unpleasant ...”, “I understand how it is ...”, “I understand you”);
• get the necessary clarifications through leading questions;
• suggest alternative solution Problems.

Stage 5. Completion of the transaction

Purpose: to bring the buyer to the purchase and confirm the correctness of his decision.

At the stage of completion of the transaction, you need to make sure that the client is ready to make a purchase. The manager can judge this by his behavior:

• the client has already formed a positive opinion about the product;
• he agrees with the words of the manager;
• directly says that he is ready to purchase goods or conclude a contract for the provision of services;
• Interested in details.

Deal completion methods:

• compliment method (“You made the right choice”);
• a method that sets a certain time frame (“If you make a purchase within three days, you will be given a 20% discount”);
• a win-win alternative (“Send measurers to you tomorrow or on Friday?”).

The turnover of the company directly depends on the professionalism of the customer service manager. The more skills and techniques he has, the more sales he can eventually make. Therefore, it is important to constantly train your staff and improve the skills of employees, send them to training sessions and lectures, develop and motivate them.

Psychology of communication with a client: effective methods of working with a difficult consumer

It is thanks to difficult customers that you can quickly identify and eliminate the shortcomings of your company, because such visitors will rush to point them out to you. The principle of working with such customers is to neutralize the pressure they exert, and not ignore them, and at the same time be able to convert them into the status of loyal customers.

• Rudeness, aggressiveness of the client.

When communicating with a client, you should never imitate him if he behaves unworthily. In response to rudeness, abuse, disrespectful statements and gestures, he should see only your friendliness and calmness. You can not let the interlocutor piss you off.

Rudeness is used when there are no other ways to prove one's case or defend one's interests. When a person has tried all the other methods, used all the arguments and lost patience, he begins to be rude. Therefore, such harshness does not express the strength of the interlocutor, but only indicates his helplessness.

When communicating with these buyers, it is important to give them the opportunity to let off steam and show that you are ready to solve the problem. You need to listen to the client without interrupting him. It will be right to discard all emotions and, not paying attention to the presentation of information, get to the heart of the issue. To do this, you need to show the interlocutor that you are ready to listen to him calmly, no matter how much he swears, that you do not intend to argue, but want to help solve the problem.

In the case when a scandal occurs in front of other visitors, try to take the client away as soon as possible in order to continue communication in private or as far as possible from strangers.

• Softness, shyness.

There are types of people who themselves will not make contact, because they are shy, do not want to be distracted, or are very shy by nature. When communicating with a manager with such clients, he needs to show as much gentleness as possible: no pressure, more smiles, encouraging remarks, pushing for a decision. Such a buyer needs to be led and guided, helped to make a choice and at the same time be very tactful and unobtrusive.

• Client indecisiveness.

Do not confuse indecisive people with soft ones. Indecisive customers are mainly those who are afraid of making a mistake, and therefore cannot decide on a choice or decide whether they need a purchase in principle. Such buyers will constantly question the already decision, clarify the details, seek advice again and again. It is difficult for them to stop their choice on one thing. They will rush between different models of the same product and will not be able to select the one that suits them, because they will doubt that it is the best one. When communicating with such clients, you need to deliberately narrow the circle of choices. You shouldn't offer them six options at once, it's enough to focus their attention on two, and only in the case when they refuse these options, offer two others. This way you will help buyers make the right choice, and the purchase will not be delayed for several days.

Such clients also cannot be pressured and rushed. In no case do not show that you are tired of their indecision, but on the contrary, try to encourage and support their desire to make the right choice. During communication with the buyer, you need to instill confidence in him, dispelling his every doubt.

To push an indecisive person to make a purchase, it is often not enough just to present the product correctly. You need to use additional tools. In this case, you need to point out the limited quantity of this product, the upcoming price increase, or something else that will let the buyer understand that you should not delay the purchase, but you need to hurry up with the decision.

More intermediate fixes - more chances to agree on the whole. So that the client does not change his mind in the future, say that work on the agreed issues is already underway. Sometimes this is done on purpose so that the buyer will no longer return to this. It’s better for him to get scared and refuse altogether than to deal with his doubts endlessly, wasting time and not being sure that the deal will take place.

• Familiarity.

There is a category of visitors who themselves are fluent in the techniques of communicating with people and methods of manipulating them. They will act overly friendly, trying to arouse your sympathy and thereby achieve a special location for themselves, in the hope of receiving some kind of personal bonuses. The task of the manager during communication with such clients is to show that he is also friendly and ready to cooperate, but adhere to business style communication, demonstrating professionalism and seriousness.

• Talkativeness.

As in life, at work you can often encounter a chatty client. It is quite difficult to have a dialogue with such a person. Nevertheless, you need to try to focus his attention on your proposal and control the communication process. Here you need to have time to correctly insert your remarks into long monologues during pauses, without interrupting the interlocutor.

Ask leading questions that bring the buyer back to the topic of conversation, draw his attention to the product. Do not try to say more than the interlocutor, strive to say the most important thing. Your task is not to talk to the client, but to convey the essence to him.

• Silence of the client.

You can contrast a talker with a silent visitor. The difficulty in communicating with such clients lies in the fact that sometimes it is not easy to understand the reaction of a person to your words. Here it is important not to go into a long monologue, but to involve the interlocutor in a dialogue, asking his opinion and encouraging him to communicate. It is best to give information in portions, constantly monitoring the reaction of the buyer.

It is necessary to ask as many questions as possible, revealing the needs of a person, and in those rare moments when he speaks, listen carefully to him. The Echo method will work great here. Its essence is repetition. last words interlocutor.

• Demonstration of competence.

This buyer is well versed in your product and is familiar with its properties and characteristics. He will hasten to demonstrate his knowledge during communication, considering this a dignity and superiority. You need to be tactful and not try to compete with him, proving that you are more aware. Give him the opportunity to show off his knowledge. Try to keep a casual conversation, ask questions and be an attentive listener.

If the buyer expresses his personal opinion about a particular product, specify what exactly it is based on. To do this, use the following questions: “Why did you decide so?”, “What is the reason for this?”. Try to translate the buyer's personal attitude towards the product into a set of specific arguments. It will be much easier to respond to them than to try to convince the interlocutor.

If during communication with the client you notice that he is mistaken, you do not need to directly point out the error and try to correct him immediately, as this can become a cause of dispute. Remember that your task is to sell a product, not to impose your opinion.

What rules dictate the ethics of communication with clients

Professional ethics of communication with clients includes the following rules:

• always be able to put yourself in the place of the buyer and in no case allow him to be treated in such a way that you would not like to receive in your address;
• in case of an ethical violation, immediately correct it as soon as it has been identified;
• compliance with the tolerance of the company's employees to the moral principles, customs and traditions of other organizations and the surrounding world as a whole;
• have your own opinion, but understand that it is not the only one that has the right to exist;
• freedom that does not restrict the freedom of others;
• ethical service behavior of an employee, which leads to the development of the organization from a moral point of view;
• when communicating with a client, pressure on him or the manifestation of his superiority in the behavior of the manager is not allowed;
• in all possible ways to find a compromise and avoid conflict;
• the employee not only himself must behave correctly from the point of view of ethics, but also encourage the client to do so;
• avoid criticism of the interlocutor.

When interacting with clients, do not:

• throw mud at competitors. You should not discuss competitors and speak badly about them, even if this is true. If the client himself asks your opinion about a particular company, the review about it should be as neutral as possible, and it would be most correct to refer to your ignorance of how competitors are doing. The client's opinion about third-party organizations should be formed without your participation;
• use slang. Often, employees communicate with each other and understand each other perfectly, but from the outside it seems that they speak a foreign language. It will be difficult for the visitor to understand you and correctly navigate in your terms. Therefore, communication with customers must be conducted in a language they understand. Sometimes it is even better to show visually what you are trying to convey to the interlocutor;
• let your emotions rule you. No matter how difficult the interlocutor is, no matter how he tries to piss you off, your main rule is to be calm. All of us, of course, are living people and have the right to emotions, but not a client manager. In response to any of their actions, the consumer should see only your goodwill and no irritability or aggression.

What should be the communication with the client on the phone

When communicating with a client on the phone, intonation plays the most important role. The impression of the conversation is formed in the first 20 seconds of communication. During the same time, the person decides whether he wants to continue the dialogue with you. Therefore, you need to monitor how you present information: your voice must be confident and your speech clear.

Structure telephone conversation something like this:

Preparing for a conversation:

The phone call itself:

There are many techniques for communicating with customers over the phone. One of them is based on identifying the interlocutor's main sense organ for the perception of information. The fact is that for the knowledge of the world around us we all use hearing, sight, touch, kinesthetics, smell. But each person has a leading way of perceiving the world, by identifying which one can easily interest the client. You can determine the leading modality based on a conversation with him.

Examples of client statements indicating the predominance of one or another way of perceiving the world:

• visual: "This looks attractive", "Such a description seems vague to me", "I see it this way ...", "Let's try to shed light on this problem";
• auditory:“I heard you”, “Everything is not in time”, “It sounds like a good idea”, “I just can’t tune in to what you are saying”;
• kinesthetic (motor, motor):“Try to weigh everything well”, “I feel that I can do it”, “He gives off warmth”, “This is a very slippery situation”;
• olfactory:“It would be great to try it well”, “I just smelled like a solution.”

For many people, the priority way of obtaining information is visual, and this is easy to understand by the use of verbs that define visualization: “see”, “imagine”, “seem”, “observe”, “see”, “decorate”, “looks”, etc. e. Such people perceive what they see better than what they hear. They prefer to watch rather than listen to descriptions, even the most detailed ones. During communication, customers will record important points: they are very fond of visual examples, draw up an action plan, take notes.

Auditory orientation is inherent in a much smaller number of people. When communicating with such consumers, you will hear verbs related to hearing: “heard”, “sounds”, “pronounced”, “cracks”, “creaks”, etc. These interlocutors have a good auditory memory and are able to remember most conversation without any notes and notes on paper. Such people like to communicate, but are also easily distracted by extraneous sounds.

A very small group of people are guided by the kinesthetic style of communication. They often use verbs when speaking: “I build”, “I create”, “I use”, etc. Such people need to constantly be on the move, it is difficult for them to sit in one place. They show expression in communication, actively using facial expressions and gestures.

How to establish online communication with customers

It is necessary to join the circle of your target audience and make contact with it. To do this, they use various thematic blogs, pages to which a person must subscribe, all kinds of mailing lists and subscriptions. Create a team of like-minded people and actively communicate with their leaders.

Use your data, prepare for meetings together with your team:

• select a few of the most important this moment questions (three to five);
• check out the profiles of your interlocutor in social networks;
• make up psychological picture a person, indicate on paper your assumptions about him;
• decide what exactly is important for you to get from a person and how to build communication with a client.

Communication via e-mail:

• Seamless grip. If there is a need to replace the manager who leads a particular client (vacation, sick leave, load sharing), this replacement should occur unnoticed by the consumer. To do this, the new manager must familiarize himself with all the nuances of the transaction. In this he is obliged to help the previous employee, who is aware of all the cases. He must transfer all related materials on this buyer and tell as much as possible about the details of the work done and future work with him.
• Can't change email subject. During correspondence, the subject of the letter should remain the same as it was originally. Then the client and you will have the opportunity to filter this particular correspondence from among other letters. If you change the subject even a little, the letter will not get into the filter and will be lost. If some correspondence has come to a logical conclusion, and it becomes necessary to continue communication with the consumer on other issues, the conversation is assigned a new topic.
• Talking theme. The topic should be structured in such a way as to convey the essence of the entire conversation.
• Reply All. In the case when several interlocutors participate in the correspondence, it is necessary to use the “Reply to all” function in response to letters so that all participants in the conversation are involved in it and are aware of what is happening.
• Summaryandcall to action. At the end of each of your letters, summarize and remind you what result you want to achieve. This is how you program the client's actions to achieve your goals.
• Resume after skype chat. After the end of communication with the client via Skype, it would be right to send him a letter, which will describe the essence of the conversation and sum up the results. Thus, you will be sure that no one will forget what was said.
• The last word. Always try to complete the communication with you. To do this, it is enough to use the phrases at the end of communication: “Thank you for your cooperation!”, “Thank you for your time!”, “Have a nice day!”.

Classic phrases for communicating with clients for all occasions

1. Incoming call (external/internal).

• Greeting (external):"Good afternoon / morning / evening, company (name), position, department, name, I'm listening to you."
• Greeting (internal):"Good afternoon / morning / evening, position, department, name, I'm listening to you."
• Excluded phrases:“How can I be useful”, “I’m listening”, “You got it”, “(company name) is listening”, “Hello”, “At the device”.

2. Outgoing call new client.

• "Good afternoon/morning/evening, my name is (name), I am (position/department) of the company (name)."
• “Tell me, please, who can I talk to about organizing staff training?”
• “Tell me, please, who is in charge of purchasing in your company?”

3. Outgoing call to the current client.

• Excluded phrases:“Did you recognize me?”, “Can I disturb you?”, “You are calling”, “Sorry for disturbing you.”

4. Outgoing call to an old client who needs to be returned.

• “Good afternoon / morning / evening, my name is (name), I am (position / department) company (name), can I speak with (full name)?”. If necessary, you can clarify what you are talking about.
• “Good afternoon / morning / evening, my name is (name), I am (position / department) company (name). Are you comfortable talking now?
• In case of a positive answer:"Thanks! We have already cooperated with you (what kind of cooperation, exactly), we would like to continue cooperation. Tell me, please, are you interested in (clarification)?
• Excluded phrases: “Calling you”, “Worrying you”.
• If the answer is negative:“When can I call you back so that it’s convenient for you (specify time and date)?”.

5. The client came to the office.

• Unknown client, greeting:"Good afternoon / morning / evening, (come in / sit down)", "I'm listening to you."
• Excluded phrases:“Whom are you?”, “Man!”, “Woman!”, “Who do you want?”; Phrases not recommended:“Is there anything to help you?”, “Are you looking for something / someone?”.
• Familiar:“Good afternoon / morning / evening, (come in / sit down)”, “Good to see you.”

6. Meeting at the client's office.

• Unknown client:“Good afternoon / morning / evening, my name is (name), I am (position / department) company (name), can I meet with (full name)?” If necessary, clarify on what issue.
• Familiar client: Good afternoon / morning / evening, First name / Last name / Patronymic of the client, glad to see you ”(you can make a compliment).

7. End the conversation.

• By phone or in person:“It was a pleasure to talk with you! Good luck, have a great day/week/weekend!” etc.