Encyclopedia of Marketing. Business idea: sell Mattresses Sales techniques for the stage: price discussion

The first thing that will not be here and what is extremely necessary is a description of the mattresses themselves. Without a description of the product, its characteristics, properties, it is impossible to effectively sell a comparison between specific samples.

But the characteristics of specific models are too individual. But sales techniques are universal.

Mattress price feature

A characteristic feature of this product is the need to purchase about once every 8-10 years. This means that the buyer, with a high degree of probability, can count on the cost that was 8-10 years ago. That is, if the client has not studied the market, we may face price objections.

Also, the high cost of production may seem more expensive than what he has in his head (too expensive).

You can use a chip to justify a high price. For example:

Cost - 30 thousand rubles

Approximate service life - 10 years

That is, the cost of one dream is 8.21 rubles! (30000/ 10/ 365=8.21)

The cost of a loaf of bread is ~20 rubles, a pack of chips ~ 70 rubles. And a good sleep, mood, health is priceless (or costs many times more).

Deal Structure

• Identification of needs and motives
• Suggest options (usually two options)
• Offer to try (lie down)
• Help in choosing
• Complex sale, additional offer
• Completion of the deal

Identification of needs and motives

A tool to help us is questions.

For example, it is important to find out what kind of weight load on the mattress in question. That is, how much the client weighs (it's like doctors - it's not about tact). Do not exceed the maximum load calculated for a particular model.

It is also necessary to understand what kind of bed the buyer has. If the bed has a slatted base, consisting of slats (slats in the form of strips), then you need to know the approximate distance between the slats. And if this distance is more than 6 cm, then the maximum allowable load should be 25% more.

Since otherwise the springs will fall into the gaps and the service life will be significantly reduced. By the way - good information to demonstrate expertise.

We ask questions in the following way:

Situational - problematic

First we get general information, then we clarify, with a focus on identifying the problem. There is a problem - and the solution is interesting.

Situational:

• Who are they looking for? What size is needed? What is the weight of the future owner? What are they sleeping on now? What bed?
• Are you getting enough sleep?
• How many hours do you sleep?

Problematic:

• Why change? What's important?
• If they do not sleep well, what is the reason?
• If you sleep a lot, how often do you wake up? For what reason (hot, uncomfortable)?
• If not enough, why not?

What are the motivations of our customers?

• Novelty
• Prestige
• Comfort
• Health
• Safety
• Saving

This is beyond the needs. That is, this is how a specific need should be closed.

Motivation correlates with theory.

Additional sale

Suggest pillow

Already at the presentation stage, you can start preparing for additional sales. For example, pillows. It is easy to do this - we make a presentation in a package. We offer the client to lie down on the mattress, put a pillow under his head.

Very subtle, delicate. We don’t push like “buy this too”. We show how all this cool complements each other.

Suggest Case

Benefits to talk about:

• As a rule, the cleanliness of the mattress is a condition for maintaining the warranty. That is, the cover is not just an addition, but a necessity.
• Thanks to the cover, the sheets do not roll down. And this is comfort
• The cover will help to double the service life
• Provides protection from contamination
• May be useful in terms of protection against allergies

And further

In general, the technique is not much different. This is the same sale of expensive goods. But some nuances were considered.

You need to be prepared that the client will not be ready to buy right away. If possible, we finalize the deal on the spot. But direct pressure can lead to the opposite result.

The cost of production is rather big, it may take time to think. And if it was not possible to dispel doubts, then we provide the visitor with visual material or a catalog. It would be a good idea to prepare video material, for example, for a YouTube channel.

The whole process of active sales of goods and services is conditionally divided into sales stages and five classical stages are usually distinguished, these are sales stages from establishing contact to closing the deal.

Sales stages (active sales process) guide for b2b managers:

1. Establishing contact
2. Identification of needs
3. Product presentation
4. Overcoming objections
5. Completion of the deal

In addition, depending on the situation, you can completely skip some actions and still get the desired result.

In fact, in our trainings, we cut the entire process of active sales into separate frames, we make such a minute-by-minute storyboard of the entire sales process.

Therefore, we have each of these five classic sales stages divided into several smaller stages, one or two short specific phrases long, which you use in a live dialogue with the client.

We do this in order to make it easier for you to remember the sales technique, the stages from the first contact to the completion of the transaction and to quickly master the sales skills themselves, in fact, this is one of the features of our sales school.

Let's go back to the classic division into sales stages.

Usually a manager needs to do all these steps one step after another in sequence, this is the classic sales manager's sales technique, then he can get the result.

The result is to sell, that is, to receive money from the client “for that super-duper vacuum cleaner or nano-excavator” that you usually sell to the client.

But life is such a thing that everything always goes according to plan and this is absolutely normal.

Therefore, some stages in some sales for one reason or another in real life with a real client are skipped or cut, or swapped. Some stages can be swapped and skipped, some cannot. More on that below.

These five classic stages of b2b sales are a blueprint for an ideal sale, a plan that is better to follow, remembering that in real life everything will definitely not go according to plan.

The basic idea is that when you have a plan, which means you are prepared, so when you are prepared, it is very easy to improvise.

If, for example, you work in a car dealership (M, Leroy Merlin) and sell cars (vacuum cleaners, mowers), and a client with money stands in front of you and begs to sell him a car (vacuum cleaner, mower) faster, because in an hour football starts at the stadium. No need to force him to do a test drive.

Take the money, fuck this test drive, let him catch the football.

On the other hand, it's important to remember that if the customer doesn't like you (Sales Stage #1 Establishing Contact), then don't sell, they'll buy elsewhere. Why? Because a person usually buys from someone he likes and doesn't buy from someone he doesn't like.

Therefore, before you sell, you first need to please the client.

Establishing contact - stages of sales No. 1

How to do it? Very simple. In the first 1-5 minutes of the meeting, you can easily solve this problem.

There is a rule of three pluses when establishing contact.

It says: in order to please a stranger, you need to evoke positive emotions in him at least three times. You can easily do this with:

1. Non-verbal behavior (including smiling)
2. Make a compliment
3. Ask a question like “tell me YES!”

Establishing contact is also greatly facilitated by a business suit (it will be much more difficult to sell in fins and a diving mask), polished shoes, a confident voice and goodwill towards the client.

After you have established a positive contact (this is about five minutes of your time), you move on to the second stage of sales, Identification of Needs.

Just make sure you have the boss in front of you. And the guard, and the driver, and the secretary can be interesting conversationalists, only you will not sell them anything, because they have no money, the boss has all the money. Who is the decision maker and how to properly ask him the question “hey, uncle are you the boss?” read here.

Needs Identification - Selling Stages for Salespeople #2

This stage of sales by phone or during a personal meeting must be earlier than the presentation stage, otherwise the deal is considered a failure.

The main problem of many sellers is that they immediately start presenting their product, telling how super and duper it is.

Usually they do this knowing about the stages of sales, but they do it out of fear that they will have nothing to say to the client. If you do not talk about a product or service, then what to talk about?! They are afraid of an awkward pause, silence, so they immediately begin to chatter, quickly giving the client a lot of characteristics of their product.

The stage of identifying needs is very fond of lazy sellers. Lazy in the best sense of the word.

The more the customer talks, the more likely you are to sell them your superfood [your product name here].

The trick at the stage of identifying needs is to ask certain questions in a certain sequence and be able to agree with the client (active listening) so that he answers the questions with pleasure.

The recipe in a nutshell is this: about 20 questions no more, mostly open-ended questions, a few closed ones, a little alternative, and a pinch of closed ones.

Once you've done the research phase and figured out what idea a customer would part their money for and buy from [your product name here], you move on to the next sales phase, the presentation phase.

Here, too, everything is simple. At the presentation stage, you simply repeat the idea that is valuable to the client and for which he is ready to fork out and make a deal with you. He told you about it himself at the research stage.

By the way, a presentation is not a PowerPoint presentation. A presentation is any convenient place where you can “show the product face”: in a restaurant, on a hunt, in a sauna, in an elevator, finally, a car, etc. etc.

The trick is that you express an idea voiced by the client in specially composed phrases.

These phrases link your product feature to a specific customer benefit. With the benefit of this specific client of Ivan Ivanovich, and not all clients similar to Ivan Ivanovich, who usually buy your ideal and wonderful [here is the name of your product].

There should be no more than 5-7 such phrases in the presentation of your product, the client will no longer be able to perceive.

Be sure to tell the client colorful stories about third parties at the presentation stage. About how cool it was for one of your clients who bought from you, or about how everything was covered with a copper basin from another, because he did not buy on time.

At our trainings, we teach to tell sales stories, this is a special technique used in politics, psychiatry and in church sermons, that is, where the speaker's speech should convince other people of something. Yes, well, we also teach you this at our trainings.

After you've made your presentation, the classic division of the sales stages is the stage of overcoming objections.

Overcoming objections - stages of selling goods and services No. 4

In fact, objection handling is needed at any stage of the sale of the goods or services that you are selling. The seller's task is to anticipate customer disagreement by reducing their total number at all stages of interaction with the customer. Well, for those "no" that still remain, they competently deal with them.

The client will definitely argue and resist, the sale is made only after five or six "no" of the client is an established medical fact.

The main feature that helps to successfully overcome these obstacles on your way at the stage of selling goods or services No. 4 is “agreement” with the client.

No matter what the client says, we "agree" with him.

We need his money, not a medal with the inscription "I [your name here] is right!" We don't need such a medal, do we?

Here is an important point, pay attention - we do not agree with what the client specifically says. Not with his words, but with the fact that "yes, my friend, you have the right to think so."

We show the client that we respect his opinion, whatever it may be. The client has the right to his personal opinion, we recognize this right, and then we apply a special algorithm to overcome his “no”.

How do you agree with a client who says "...your plastic windows are of poor quality"?

Very simple.

“Peter Ivanovich, I agree with you that the issue of quality is very important when choosing a plastic window….” and then continue, putting forward an argument FOR.

That is, when answering an objection, not boxing "I'm a fool", but aikido.

In every industry, clients disagree on my experience as a salesperson and sales coach in different ways. Well, just because they sell windows there, another customer sells steel pipes, the third one sells yellow bulldozers.

Well, see for yourself:

Why do you have such expensive windows?

Why do you have such expensive steel pipes?

Why do you have such expensive yellow bulldozers?

You see, they're a little off.

But regardless of the industry, there are about 20 - 30 of the most common "no", no more. That is, every time the same “no”, everything is very simple, whether it is sales of cars, trucks or power equipment, sales of log houses, sales of commercial equipment or sales of services.

Once you've dealt with and overcome the client's "no", you move on to closing the deal.

Closing the Deal - Sales Stages #5

At the stage of closing the transaction, you simply gently push the client to the fact that it would be time to buy already.

Of course, there are small nuances of how to do this, but the general meaning is this: stop presenting when it's time to finish. Easily move to the completion of the transaction, offer the client to make a purchase.

There are several simple techniques for doing this, for example, such as a sample:

After you have given a presentation, you make a short summary of what has been said:

“So we have considered this and that, Pyotr Ivanovich, tell me which of these did you like the most? (PAUSE, waiting for customer response).

Usually the client liked at least something, otherwise he would have kicked you out the door a long time ago. Here the client, seeing that you have stopped and are waiting for some answer from him, understands that he must give birth to something in response, he says something like: “Well, you have that shiny crap on your tractor / haymaker / intergalactic vacuum cleaner [here, in general, the name of your product] seems to be nothing.” Then you ask the following question

How about you in general? (PAUSE, waiting for customer response)

Once the client liked at least something, then in general it will be easier for him to convince himself that he likes your whole [here is the name of your product], so the client usually answers this question in the same way positively or hums or nods in agreement head. Next you ask the following question

Petr Ivanovich, Would you like to clarify something? (PAUSE, waiting for customer response)

If yes, please specify, if not, then...

“Peter Ivanovich, I am very glad that you liked everything, and then the only question that remains for us to discuss ....” then some particular (for example, pickup or our delivery?)

PS To make the topic of 5 stages of sales better put in my head, here is a video not about sales, but about positive ☺

test a friend for a positive attitude to life, send a link to the video to a work colleague ☺

Sales stages - Executive Summary, i.e. PPPS, or more simply - ZYYY

The stages of sales will help you remember the sequence of what you need to do to sell and effectively apply these stages of the sales technique in real work with your customers.

When selling, remember that your bonuses are not only in this first sale, but in many repeat ones. Therefore, do not promise too much, justify the expectations of customers and you will be happy.

In sales training, we remember with visual images (think now of a polar bear wearing a yellow football jersey with "Just Do It." across the chest).

In general, the images are about the same, sometimes a little less decent, they help to quickly remember the necessary information for many (but not for everyone - if the bear in your T-shirt is OK, it will help you, if not OK, then it’s also normal - just not your method), we have others .

Without a need discovery step, your presentation is not worth a dime. Find out what the client is ready to buy for and sell him his own idea.

By stage 2, we give two question-based methods for identifying needs and a couple of tricks that are useful for them, and by stage 3, one technique “we speak the language of benefits and benefits.”

This is very short about sales stages, the most important thing that a sales manager needs to remember is that the sweetest customers are regular customers.

Why are repeat customers the sweetest?

Because you don’t need to look for them as new (you already have all their phones, passwords and appearances), and you don’t need to persuade them much, they come and buy again and again, and you get your bonuses for them again and again.

In order for the client to make a repeat purchase, remember that your task is not to set * your product to him, but to sell something that will solve the client’s problem. Then he will be satisfied and will come to you again, buy again and, therefore, bring you your bonuses again.

* To vparit means to promise, stir up, confuse, lie three boxes. Say for example that with the help of this new nano-app on the iPhone, you can now seduce any girl. Who would turn down an app like this? Nobody. Everyone will buy. And what's next? They will beat you in the face and the second time they will definitely not buy software from you, you will need to look for new l ... v.

Psssss!, that's the secret of the profession of sales managers

Salespeople who take life too seriously and try to do everything right usually earn less than those who are bullies in life (Sssss!, this is the secret of the sales profession, no one will tell you about it).

Related articles:

Source: http://wintobe.ru/etapy-sales.html

Orthopedic mattresses are the right choice for everyone who cares about the quality of their sleep.

We offer a wide range of high-quality orthopedic mattresses, which are considered the main attributes of a healthy sleep organization. Buy an orthopedic mattress for a bed in the matrases online store.

ru is possible right now.

Each product, which can be selected and purchased on our website, is able to provide a good rest in comfortable conditions, evenly distributing the weight of a sleeping person over the surface, due to which all muscles are completely relaxed.

Orthopedic mattresses are divided into spring and springless.

Features of springless models include:

• durability - the average service life is about 7 years;
• convenience, especially when such fillers as natural latex and coconut coir are combined in the mattress. If the mattress is made from only one of these fillers, then it will be inferior in terms of orthopedic effect and / or comfort. Due to the high rigidity, coconut mattresses are not comfortable, while latex mattresses, on the contrary, are too soft and are significantly inferior in orthopedic characteristics. When choosing a mattress, you should focus on the level of orthopedic effect of each individual model and compare it with your needs. It is very easy to buy an orthopedic mattress in Moscow with delivery by filling out an application on our website.
• the price of springless mattresses is low (from artificial materials 7-15 tr, from natural 20-40 tr), many models are quite comparable with some mattresses based on independent springs (characterized by a sufficient level of orthopedics).

Features of spring mattresses:

Spring mattresses can be made on the basis of dependent or independent spring blocks.

The main difference is in the action of the springs under load.

• Dependent springs (also called Bonnel) are connected (intertwined) with each other, so the movement of one spring causes the movement of the others.
• Independent springs are not connected to each other in any way, but on the contrary, each of them is placed in its own fabric cover. That is why such springs individually respond to the load from the weight and also individually affect different parts of the body of a lying person. Of course, a larger number of springs per square meter provides the mattress with a greater orthopedic effect - with an increase in the number of springs per square meter, their diameter decreases, which allows you to repeat the profile of the human body as accurately as possible and provide anatomical support.

The advantages of mattresses on dependent spring blocks include their low cost compared to other types of mattresses (up to 5-10 tr.). Their average lifespan is only 5 years.

There is practically no orthopedic effect in such mattresses, so if you care about healthy sleep, then we recommend choosing a mattress with independent springs.

Mattresses on independent springs are divided into 3 classes:

• Medium - the number of springs in such mattresses is from 250 per square meter. In accordance with the name, such products are characterized by an average (in principle sufficient) level of orthopedic properties and are the most optimal in terms of price / quality ratio (10-30 thousand rubles). The service life is 7-10 years.
• High (also called "multipack") - from 500 springs per square meter. The orthopedic effect of such mattresses is very high, as is the level of comfort. The price of such a product is 30-45 tr. In this category, another type of mattress stands out with the highest orthopedic effect - "micropackage" - from 1000 springs per sq.m. The price of such a product is from 40-50 tr. The service life of "multi-packets" and "micro-packages" is over 10 years.
• Spring-in-spring mechanism - small springs are placed inside large diameter springs. Such mattresses are convenient to use with a difference in the weight of the sleepers of more than 50 kg, when a person with a smaller weight is supported by large springs, and for the second one, pushing the large ones, small springs are included in the work.

Please note that some manufacturers in the description of goods indicate the number of springs NOT per 1 sq.m, but per 1 bed, this is approximately 1x2 m, respectively, there are 2 times more springs for 1 bed.

Mattresses with independent springs are suitable for people with diseases of the musculoskeletal system, but they are no less perfect for absolutely healthy people, providing the prevention of such diseases. The same applies to the springless mattresses described above.

Orthopedic mattress fillers:

1. Natural - such as latex, wool, coconut coir, sisal fibers in terms of comfort and orthopedic characteristics significantly overtake the second group - artificial.
2. Artificial - such as artificial latex, PPU (polyurethane foam), memorix, struttofiber, are inferior to natural ones, with the exception of memorix, which has the effect of "memory" (repeating the position of the sleeping body), due to which it is considered one of the best orthopedic fillers.

We directly cooperate with the best domestic and foreign factories, whose products have already won well-deserved respect from demanding Russian consumers due to their impeccable quality. Therefore, we can buy orthopedic mattresses from the manufacturer at low prices.

A few reasons why you should buy a mattress from us

1. You can order an orthopedic mattress in the Moscow online store matrases.ru at any convenient time, without leaving your home or without leaving your office.
2. We offer a wide range of models for adults and children from leading manufacturers. The collection is regularly updated with new models.

   Sale of good orthopedic mattresses is the main direction of our professional activity. We value the trust of all our customers, so we offer only the best.

3. We have a very convenient catalog of sleeping orthopedic mattresses for a bed with prices.

   Each model is presented with a high-quality photograph (where you can see the mattress in section) and a brief description.

4. Prompt delivery of products to the address at a convenient time for the customer. For most products, delivery within the Moscow Ring Road is free of charge.
5. Prices in the online store of sleeping mattresses matrases.ru are available to everyone.

   In addition, in our store, a significant part of the assortment regularly has promotions and discounts up to 50%!

We do our best to make cooperation with us as convenient, pleasant and profitable as possible for each client.

Source: http://www.matrases.ru/%D0%BF%D0%BE%D0%BB%D0%B5%D0%B7%D0%BD%D0%B0%D1%8F-%D0%B8% D0%BD%D1%84%D0%BE%D1%80%D0%BC%D0%B0%D1%86%D0%B8%D1%8F/%D1%85%D0%B8%D1%82%D1 %80%D0%BE%D1%81%D1%82%D0%B8-%D0%BF%D1%80%D0%BE%D0%B8%D0%B7%D0%B2%D0%BE%D0% B4%D0%B8%D1%82%D0%B5%D0%BB%D0%B5%D0%B9-%D0%B8%D0%BB%D0%B8-%D0%BA%D0%B0%D0% BA-%D0%BF%D1%80%D0%BE%D0%B4%D0%B0%D1%82%D1%8C-%D0%B1%D0%BE%D0%BB%D1%8C%D1% 88%D0%B5-%D0%BC%D0%B0%D1%82%D1%80%D0%B0%D1%81%D0%BE%D0%B2/

Effective mattress sales system

My company has been manufacturing and selling mattresses for a very long time. We have always considered ourselves professionals in this field. The staff has a lot of experience. However, we looked at the sales results of some companies, and there is a feeling that we are doing something wrong. We entered the market earlier than many competitors, they beat us as “worthy”. Competitors sell much more than we do, and I won’t say that their mattresses are better or cheaper.

Moreover, these companies manage to carry out the development of the dealer network, constantly expanding it, but we do not succeed.

We also have several dealers, but it is quite difficult to work with them, because, firstly, they dictate their terms, and secondly, competitors constantly try to offer their products to them, interrupting our offers.

Dealers, after all, in principle, do not care what to sell, the main thing is to earn more from the mattress. What do you think, due to which competitors can get better results than ours?

Modern mattress sales system

Very often the secret of success is the mattress sales system. It allows you to get synergy and, due to this, squeeze much more out of the same elements, and with less effort. For example, 5 sales people working within the system give a much better result than 5 sales people who work without the system.

Apparently, competitors have it, but you don't. Another advantage of the system is that it significantly speeds up and reduces the cost of all processes, and allows developing the mattress market. As a result, while you are thinking about how to do something, the competitor has been doing it for a long time. He bypasses you at every turn and you get only those customers that he did not reach, or who are simply already beyond the power of his sales system.

Let's take an example. Two trucks with watermelons arrive. One of them is unloaded by 5 loaders, each of which unloads watermelons on its own. He himself approaches the car, takes a watermelon and carries it to the warehouse. The second one is being unloaded by 5 loaders, but not separately from each other, but within the framework of the “watermelon unloading system”. They become a chain and simply pass watermelons along it.

I think you yourself have already guessed who will unload the watermelons faster and how much faster. Moreover, the second team will not only unload watermelons faster, but will also spend less resources on unloading. The mattress sales system is similar to the “watermelon unloading system”, but more advanced. You need to build something similar if you want to get the same result as your competitors.

The role of the sales system

The sales system is good because it can be constantly improved and adapted to new conditions, as well as scaled very quickly, not only expanding the scale, but also quickly narrowing it down. When there is no system, everything goes by itself, nothing can be controlled, nothing can be influenced. When there is a system, then everything can be managed. As part of the sales system, you can use different tools, while if it is not there, then this is simply unrealistic.

For example, you can use an inexpensive landing page, as well as a dealer book. This is a tool for dealers that allows you to quickly develop a dealer network through the use of dealer logic. The logic of dealers is simple - less effort, more profit. The main effort is the study of the product. But they won't do it, because it's a waste of their time.

Studying a product for a dealer is a waste of time, because any time that is not spent getting money is wasted

Studying a product for a dealer is a waste of time, because any time that is not spent getting money is wasted. Therefore, even if you offer dealers a good product that needs a lot of work, they are likely to refuse. In order for dealers to be willing to work with your product, they need to be given a ready-made sales tool. As you already understood, the dealerbook is this tool you are looking for.

It unloads the dealer as much as possible from what is not characteristic of him, freeing up almost all of his time for sales.

Apparently, your competitors offer some similar tool to dealers, as a result of which they very quickly agree with them to sell their mattresses.

It should also be noted that mattress sales system can only give maximum results if mattress marketing, mattress advertising and mattress branding are applied.

Need more information about effective marketing? Go to the sales consultant and read ready-made free consultations. If you do not find the answer to your question, you can get personal sales advice. Would you like advice on your issue? Click "ask a question".

Source: http://noomarketing.net/sistema-prodazh-matrasov

Active sales technique

From this article you will learn:

• What is active selling and when does it apply?
• What are the main stages of active sales
• How to use the active listening technique
• How to deal with rejections in the active sales process
• What are the typical mistakes managers make in active sales and how to deal with them

The goal of any business, whether it is selling toys or large appliances, is to make a profit. To achieve it, various tools are used to promote products on the market, expand the circle of consumers and, ultimately, win a leading position in their segment.

One of them is the technique of active sales. The essence of this tool is the ability of the seller to convince the buyer of the need to purchase a product that can satisfy his needs. The technique of increasing sales must be owned by managers, sales representatives and sales consultants.

Who needs an active sales technique and when

Active sales- This is a type of interaction between the seller and the buyer, in which the initiative comes from the one who needs to sell their goods or services. The peculiarity of this technique is that the consumer may not know about the existence of this product.

A distinctive feature of the active sales technique is that the client did not plan the acquisition, but was convinced of its necessity in the process of communicating with the manager. At the same time, the seller in many cases is faced with the task of not only direct sales, but also an independent search for buyers.

The most developed area of ​​application of the active sales technique is the b2b (“business-to-business”) segment. This is where it gives the best results at the lowest cost. When selling goods or services to corporate partners, it is much more efficient and cheaper to offer them directly using this technique than to use mass advertising.

A very important feature of active sales- the lack of an urgent need for the client to buy. When it exists, he himself is looking for a product or service. With the help of this technique, either the promotion of new products unknown to the consumer, or the sale of goods and services in a highly competitive environment. How to find out the hidden needs of the client? Find out in the training program "SCHOOL OF TRAINERS".

The scope of active sales techniques is extremely wide. However, its use is not always justified. If we are talking about the sale of consumer goods to individuals (the so-called FMCG), it is more expedient to act differently.

A point of sale with constant traffic and competent marketing will bring higher profits than using the active sales technique.

Conversely, if you need to promote a specific product in which a narrow circle of consumers is interested, it is more profitable to call a few large potential buyers than to invest in advertising.

As already mentioned, the technique of active sales is most widely used. in the b2b segment:

• Sales Representatives. Their task is to promote the product by offering directly to retailers. Going around shops and trade firms, managers enter into agreements on long-term cooperation. The technique of active sales is presented here in direct communication between the seller and the buyer. This is a fairly developed market segment with a large number of people involved in it. Competition in this area is quite high, not only between different sellers of similar products, but also between agents of the same company.
• Telemarketing for small and medium businesses. The technique of active sales through telephone calls is very widespread. In a similar way, both various services and certain types of goods are sold. Telemarketers in the process of communicating with the client bring him to the need to purchase a particular product.
• Sales of expensive business equipment. Trading specific goods requires a long multi-stage preparation, starting with a call to a potential buyer and ending with the signing of multi-million dollar contracts. Compliance with the technique of active sales is necessary at every stage.
• Sales of goods to other countries and cities. Promotion of products to remote consumers by negotiating by phone or e-mail.

For b2c ("business client") segment the use of active sales techniques is also not excluded. Its use is especially justified at the stage of promoting a new product. However, some companies have made the technique of active sales the basis of their existence. This is a well-known network marketing, when consumer goods are offered directly to an individual, bypassing retail.

Types of active sales to individuals:

• telephone sales. This type of trade is widely used in the sale of various goods and especially services (Internet providers, cable TV, kitchen appliances, maintenance of plastic windows, etc.).
• Internet sales.

  The network provides unlimited opportunities to promote products using active sales techniques.

• Door-to-door tour. This method is gradually becoming a thing of the past due to its low efficiency.
• Various promotional activities.

  Active sales on the streets or in shopping centers using various ways to attract the attention of customers, for example, sound amplifying equipment.

• Sellers in public transport. Merchants offering small goods to passengers of commuter trains and subways. They can rightly be considered the pioneers of active sales techniques.

Learn how to properly clarify customer objections. Find out in the training program "SCHOOL OF TRAINERS".

Active sales technique: pros and cons

Positive factors of active sales:

• Creation of a consumer base for the stable sale of goods.
• The buyer can become a regular customer through the efforts of the seller.
• Constant contact with the consumer.
• The possibility of increasing sales due to the use of active sales techniques.
• The emergence of the buyer's need to purchase goods as a result of the influence of the manager.
• The ability of the seller to use his personal qualities to achieve the goal.

Negative factors of active sales:

• Manager's earnings are directly dependent on sales growth.
• Communication with a large number of potential consumers.
• High requirements for the personal qualities of specialists.
• The need to train staff in active sales techniques.
• Improving communication standards with prospective buyers.
• Monitoring the compliance of personnel with the requirements.

What is the technique of active sales: the main stages

• Stage 1. Establishing contact.

Successful completion of this task largely determines whether communication will take place. Therefore, in the technique of active sales, special attention is paid to this stage.

Known rule of three will help to establish a friendly atmosphere. By evoking positive emotions in a stranger three times, you set him up for a positive attitude towards yourself. Naturally, depending on what kind of active sales option is used, the ways of creating a favorable impression will be different.

In personal communication, a presentable appearance, a smile, a compliment to a future client are of great importance. If you communicate by telephone, a pleasant voice, friendly tone and courtesy in conversation play a major role. For active sales via the Internet, a technically competent design of the site and a detailed description of the product can become a decisive factor.

After establishing contact with the intended consumer, you should find out if he needs your product. The technique of active sales does not imply a negative answer to this question.

• Stage 2. Identification of needs.

This stage sets the task for the manager to bring the buyer to the idea that the product or service you offer is urgently needed for him. This is one of the key points of the technique of active sales.

The main problem of many sellers consists in the premature presentation of the goods. In an effort to grab the customer's attention, managers give out a lot of information, touting the merits of the product. This is what they consider the main thing in the technique of active sales.

However, without prior preparation of the listener, such eloquence is often wasted. The client can interrupt the conversation by refusing further communication. To avoid this mistake, you should not skip the stage of identifying needs.

As a result of using the active sales technique, the potential client should get the impression that he himself made the decision to purchase the product.

The most effective way to lead a person to the thought of buying your product is the ability to ask. This is the basis of the active sales technique. With a competent approach and skillful formulation of questions, a person has no choice but to answer them. The more a customer talks, the more likely you are to sell him your product..

By asking questions in a certain sequence and responding correctly to the answers ( active listening), you will ensure that the buyer himself will tell about his needs. You will only have to skillfully present your product as the only possible means of satisfying them. In this case, the technique of active sales will fulfill its function.

• Stage 3. Product presentation.

By understanding the needs of the customer, you have prepared him to learn about the benefits of your particular product. At this stage, you simply repeat the thought that is valuable to the client, and finally convince him of the need to complete the transaction.

The technique of active sales involves the presentation of the product. The product should be presented depending on its specifics, using all kinds of listener's attention and applying various psychological techniques. The purpose of the presentation is to demonstrate the advantages of the product.

An obligatory moment should be an indication of the benefit that the buyer will receive by purchasing your product. Professionals use the client's own statements for this, obtained at the stage of establishing needs. It is the individual approach that appeals to all people that is one of the distinguishing features of the active sales technique.

The presentation should not be too long so as not to tire the client. 5-7 sentences are enough, characterizing the product and proving the need to purchase it. Specialists in the technique of active sales do it masterfully.

At the presentation stage, it is imperative to tell the client colorful stories about third parties. Their content should clearly show the benefits that consumers have received as a result of purchasing your products.

The active selling technique takes into account that people are always guided by others, which means that such stories motivate them to buy your product.

In addition, few people like to be a pioneer, and stories about the successful use of a product or service by third parties reassure and set them up to make a deal.

Even the most successful presentation does not guarantee that the consumer will not have questions and objections regarding the purchase of a particular product. Therefore, you should be ready for the next stage of the sales increase technique.

• Stage 4. Work with objections.

The client can express his doubts throughout the conversation. Knowing the technique of active sales allows the manager to tactfully suppress objections, reduce their number, overcome the resistance of the buyer and, as a result, lead him to the transaction.

Objections are bound to be. A consumer protest against a purchase offer is an indispensable element of active sales. It is human nature to have a positive attitude towards one's own decisions and to resist if they are imposed from outside.

The task of the manager is to use this technique to convince the buyer that his opinion is very valuable to you. No matter what the client says, we agree with him. Thus, you make a person feel his independence and the right to independent decision-making.

This is one of the key points of the technique of active sales.

However, when agreeing with the buyer's objections, you must present your own counterarguments that will convincingly prove to the consumer the need for the purchase.

After you have dealt with the resistance of the client, the final moment of the active sale comes.

• Stage 5. Completion of the transaction.

The logical result of applying the technique of increasing sales is the fact of purchasing a product.

You prepared the client, talked about the merits of the product, fended off his objections. There comes a point when it becomes clear that stop presenting, it's time to finish. There should be a direct offer to buy the product.

The technique of active sales involves several options to obtain consent to the transaction. For example, you make a short summary. It is worth paying the attention of the buyer to those advantages of the product that he noted for himself and voiced in the conversation. Once again, in accordance with the technique of active sales, reminding him of the benefits that this product will bring to him, you will thereby push the client to think about the need to purchase.

After that, the transaction is completed.

I've been planning for a long time buy a decent mattress, my old one at all, but either the hands do not reach, or the budget does not allow. And finally, the long-awaited purchase loomed on the horizon in the form of accumulated funds, and I was puzzled by the question, what, in fact, do I want to buy? It goes without saying that it will be a modern orthopedic mattress. I roughly imagined the purchase budget, measured the size of the bed.

On this, in fact, my requirements and knowledge ends. I decided to purchase through the online store. And then I was puzzled by the impressive lists of what the proposed mattresses are made of, the number of springs, removable covers, the space run-up in prices, and a lot of strange terminology. I had to figure it out. So, what kind of knowledge does an ordinary man in the street lack when buying a thing on which he is going to spend most, and I would say, the best part of his life?

What tasks should the mattress solve?

To the average person you need an average mattress, such that the combination of price and quality is the most optimal. Agree, it’s not very pleasant when, after two years of operation, a spring starts to dig into your side. And if you actively exploit - then even less. Therefore, pay attention to the performance characteristics of the mattress and the warranty period.

Usually manufacturers indicate how much weight it is designed for. Of course, they are slightly exaggerating, but, nevertheless, if your weight is large enough, then be especially attentive to this characteristic, because not all materials and structures are strong enough for a large weight. In addition, if you are aiming for a very budget option, do not count on durability and high-quality performance. Indeed, for the manufacture of a cheap product, they will take the same inexpensive materials that will roll, crumble, sag or loosen even with a short service life. But the most expensive and high-quality mattress may not suit you if it does not take into account the individual characteristics of the comfort of your body.

For two different of people the same mattress can seem too soft and too hard at the same time. For people who are overweight, a firmer mattress will be more comfortable, and for thin people, it will be more comfortable to lie on a softer mattress. The spine during sleep should rest, and all muscles should be as relaxed as possible. If the mattress does not fit your body, and is too hard, then your back will sag into an unnatural position, and get tired. The same can be said if the mattress is too soft for you. And then do not say that you were deceived, and the mattress is not orthopedic at all - your back hurts from it. Pick the right one. Therefore, I did not rush to buy in the online store, but first I walked around the shops in the city and “tried on” mattresses for myself, writing down my feelings and the characteristics of the mattresses that created these feelings. The most correct variant of "fitting" is to lie on your back, and then turn on your side several times to see if these movements cause you discomfort.

Design features and materials

progress like known, does not stand still. Therefore, contrary to my expectations, orthopedic mattresses can be both on springs and without them, although I used to think that springs are the last century. But the designs of the springs themselves are really different: classic Bonnel dependent springs and blocks of independent springs. Bonnel is cheaper, but "non-orthopedic", because the pressure on one of the springs activates the others, which in no way contributes to the distribution of an even load on the spine. In fact, this is the same thing that I am sleeping on now, only it will not be made in the USSR. Add the creak of loose springs to your tired back, and start raising money for a more expensive set of independent springs. This design allows you to distribute the weight pointwise, repeating the natural curves of the body during sleep. The more springs per square meter, the better, the greater the flexibility of the mattress.

Traditionally there are about 300 of them per square, this is enough for the comfort of the spine. And also the beauty of independent spring blocks - they are packed each in a separate case, and do not creak (my dream!). As for springless mattresses, here you need to clearly understand the operating conditions, namely, your weight, and be well versed in the materials from which they are made. The best springless mattress will be made of natural latex, but its price bites too much. Therefore, now manufacturers combine various materials, and not always cheap material will be of high quality in operation. Although there are advantages to springless mattresses. When using inexpensive synthetic materials, they are not only affordable, but also convenient for transportation, as they are easily twisted. If you often move, or rent an apartment, consider such a springless mattress as an option.

Now oh another mattress stuffing. In addition to springs, there are also interlayers that provide the necessary rigidity, "breathe" and prevent soft materials from being rubbed against the springs. Coir, or coconut fiber, is a natural material that makes the mattress more rigid. It is good if it is present in the mattress, because, like any natural material, coir passes air well and does not become electrified. But pay attention that the fiber is impregnated with latex, this prevents the rapid wear of such a layer and improves its quality.

Slab of latex- this is the best top layer, again, because of its naturalness and durability. Avoid in the top layer of artificial materials, cheap and fragile foam rubber, batting. Felt, polyurethane boards can also be used in intermediate layers to prevent the action of springs and increase the strength of the product. From above, all this orthopedic beauty is covered with a cover, which must be made of natural materials, since synthetics do not absorb moisture, do not allow the skin to breathe, and are electrified.

Pay Attention on the percentage of cotton in the fabric, as well as on the density of the material, because synthetic fibers are added just for strength, so a certain percentage of synthetics must still be present. The natural material of the cover can be determined even by touch, but of course it, like any natural components, will be reflected in the price of the goods. Now fashionable removable covers that are easy to wash. Ask yourself how often you wash your mattresses and decide if you need a removable cover. As for additional improvements, such as antibacterial impregnations, antiallergic additives, and others, they, of course, increase the price of the product. Therefore, if you are looking for a budget option for a mattress, then you can do without these "bonuses", knowledge about natural materials and the quality of springs is quite enough.

And another moment. Give preference to the factory production, after all, there is machine assembly, quality control, and a guarantee. Abroad, of course, produces goods of higher quality, but this pleasure will cost too much. Therefore, choose domestic manufacturers, and it's great if they use imported components.

Now armed with knowledge of mattresses, I decided to slightly increase the purchase budget, because my good sleep cannot be too cheap.

- Return to the section heading " "

The history of mattresses
In 90% of cases, the answer will be extremely simple and quick: "Of course, Paris or Milan!" Who then
be considered a trendsetter of "mattress" fashion? In which country did the first predecessor appear?
modern spring mattress? When did it happen? The answer to this question is not known to everyone.
Let's try to figure it out together
10,000 years ago, people still hunted mammoths and lived in dark caves.
of course, there were no mattresses, but, nevertheless, even then our ancestors strove for comfort,
therefore, they filled the caves with skins, dry branches and bird down. There were few mattresses
later - about five thousand years ago. And their homeland, by the way, is considered to be Ancient Egypt.
It was considered the privilege of local pharaohs to sleep not just on beds, but on cotton bedding,
filled with bird fluff. But let's fast forward a little to our modern world. Happened
It's in the US state of Wisconsin. 1870 Zalman G. Decided to open his own factory, at first, like the whole business
it was not a big staff for making wooden boxes and boxes. In 1876 the head of the campaign
abruptly changes the direction of the factory and produces the world's first spring mattress.
A little later than 1900, James Marshall patents a system of individual springs. Each of the springs
is made by hand and the cost of the system is so high that mattresses with it are only on
luxury liners like the Titanic.
Later comes the world's first spring making machine, now human intervention
practically not required. At the same time, Zalman Simon is funding the world's first study on
the phenomenon of sleep.

We sleep 1/3 of our lives. By age 60, a person has slept for 20 years.
The irony of fate: we sacrifice sleep for the sake of work, while
lack of sleep reduces the productivity of each worker
on average for more than 11 days a year, which is $2280 US. Annually
lack of sleep, expressed in skips, lateness and lack of assembly for
work costs the US economy more than $63 billion.
Danger: Findings from a well-titled study
"Australia Waking" confirms the connection between
sleep deprivation and the number of traffic accidents and accidents in
production.
What each of us feels: In the UK, one in five
the employee periodically did not go out or was late for work due to
not getting enough sleep, but a third of working Britons surveyed
complained about waking up tired.

Healthy sleep or why the client needs our mattress

What is the danger of lack of sleep:
cardiovascular diseases,
type 2 diabetes
Depression
Colds due to weakened immune system
systems
Excess weight
Premature skin aging
According to the results of a Russian study,
almost 63% of men who have had a heart attack,
suffered from sleep disorders. risk for them
heart attack is 2–2.6 times higher, and the risk of stroke is 2–2.6 times higher.
1.5–4 times.
healthy rules
sleep:
1. Right
selected mattress,
pillow and blanket.
2. Correct sleeping posture.
3. Compliance with sleep phases.
4. Completely
darkened
room without any
light
signals.
5. Air temperature
22 - 25 degrees.
6. Sleep on schedule.
7. Empty stomach.

Ordinary sleeping place
Backache
Osteochondrosis
Insomnia
Cold
parasites
Premature aging

Founded in 1990
Production in Kovrov and
Novosibirsk
3rd place in the world in terms of production
from one area
In one day 9000 mattresses, 500
pillows and 500 beds
Products are exported to
CIS countries, Serbia and Portugal
The only sleep laboratory in Russia
for quality control
Ascona products have a certificate
Roszdrav supervision and certificate
compliance with European standards
Certi Pur
Annual winner of the national
voting "People's Brand No. 1"

Founded in 2000
Production Moscow region
Shatursky district with. Krivandino
The modern factory produces more than
100 products
European equipment
European conformity certificate
Certi Pur standards
Own production of spring
block
Particular attention is paid to the latest
design trends

How do they perceive value?

Have you ever wondered how your customers perceive the cost of a mattress? Often cost
their mattress is simply shocking! Usually a mattress lasts about 8-10 years. Clients do not follow the market and do not
know how much they cost. In their head, the mattress is the same as 8-10 years ago. So the state of shock
absolutely natural. They don't understand why a mattress costs so much. The main task of the seller
turn a customer's mattress from a necessary purchase into a desired purchase, only then will they buy from
you mattress. To do this, the seller must know his product and know the technique of its sales.

motives

Novelty
Innovation
Prestige
Comfort
Health
Comfort
Safety
Safety
Saving

The structure and composition of a modern mattress

4
3
2
1
5
1
Mattress base
2
Insulating (protective) layer
3
comfort layer
4
Outer mattress cover

Independent and dependent spring block

Multizone mattresses

Adaptation of the mattress to the individual characteristics of the body
The more zones, the more precise and delicate support
Versatility of mattresses
Quality and healthy sleep

Spring blocks

2XL
The spring allows instant
react to the load
thus providing
anatomical support
your body. This block
designed specifically for
people where sleeping significantly
differ in weight (difference in
weighing more than 30 kg).
REVOLUTION
First time in independent bloc
Bonnell spring principle applied.
Completely excluded
metal contact with
insulating material,
the service life is increased. Possesses
the greatest elasticity and works
at maximum loads.
Comfort for medium loads.
MULTIPOCKET
Increased quantity
springs have increased
orthopedics, point
adjusting to everything
anatomical features
body
withstands heavy weights
loads. Density
location of 550 springs on
m2.

Spring blocks

Block of independent springs
Block of dependent springs
Each spring is placed in a separate bag.
- this allows her to adapt to
specific area of ​​the body without affecting neighboring
which provides the right support
spine during sleep.
Classic block of dependent springs
is a system of five-turn
springs held together by a helix of
high carbon steel spring
wire. Top and bottom perimeter block
equipped with steel frames
provide additional strength.

Cover materials

Protective layer materials are designed to protect the comfort surface from abrasion against the springs, giving
more durable mattress.
Felt is a dense material made from natural raw materials: cotton and felted wool, pressed
together at high temperature. Durable material, serves as an insulating layer between
spring block and soft layers of the mattress.

Cover materials

Coir fiber is a natural filler made from
pressed coconut fibers
impregnated with a special composition based on
natural latex, gives mattresses
extra comfort. almost coconut fiber
does not rot, decay and
deformation, does not cause allergic
reactions, has bactericidal properties.
Sisal is a natural coarse fiber obtained
from the leaves of the plant Agava sisolana from the genus Agave.
These fibers are isolated from fresh leaves as
usually without special treatment, after which
pressed and latexized. Sisal fibers are longer
than coconut fibers, so sisal is
more elastic.

Comfort layer materials

Natural latex - elastic
porous material that
is obtained as a result
foaming with air and water
Hevea juice (Hevea - the main
source of natural rubber).
Latex is elastic
increased elasticity and
ability to evenly
distribute weight, different
maximum
ventilation and
antiseptic properties.
Polyurethane foam (PPU) synthetic foam
a polymer that has
various
density characteristics and
elasticity. PPU is not dangerous
for health, because does not contain
total volatile compounds,
hazardous to health.
Used as
sealing layer
the perimeter of the mattress, as well as in
stitch mattresses as
soft comfort layer
Memory foam - polyurethane foam with
low elasticity,
made according to a special formula.
The material is unique
ability to adapt to
contours of a lying person,
memorizing its shape and not
exerting retaliatory pressure.
Durable, hypoallergenic
the material creates a feeling
ease and comfort

What are our mattresses wearing?

Cotton jacquard
Fabric based on natural cotton. Ecologicaly clean
material, provides an ideal microclimate and
thermoregulation. Cotton jacquard quilted on synthetic winterizer
high density with antibacterial impregnation.
Stretch knitwear
This is an elastic, pleasant to the touch, wear-resistant fabric, thanks to a special
knitwear weaving. (Mixture of cotton 38%, polyester 32% and polypropylene
thirty%). The surface of the fabric prevents the sheet from slipping off the mattress during
time
sleep.
Also
on the
surfaces
mattress
not
formed
spools. Quilted on polyurethane foam and synthetic winterizer impregnated with Aloe Vera.

The cover will PROTECT your mattress from stains, dirt, dust and microorganisms
The cover will PREVENT the occurrence of allergies
On the cover, the sheet HOLDS BETTER, DOES NOT ROLL and it is not necessary
fix it all night
Using the cover you are INSURED against any surprises
Remember that under the terms of the WARRANTY, the mattress must be clean, without
stains and dirt, so the cover is a NECESSITY, not
luxury!!!

Algorithm for selling mattresses

Determine the motives
Offer two mattress options
Offer to test them
Help me choose
Complete Solution
close the deal

Situational/Problem Questions

situational
Distressed
For whom? Dimensions? The size? On the
how do you sleep now?
What is the reason for the change? What's important?
Are you getting enough sleep?
What is it connected with?
How many hours do you sleep?
(a lot) Do you wake up often? From
what? May be
hot / tossing and turning?
(little) What is the reason?
What kind of work?
Do you have a stressful job?

Start expensive

Start offering with models
cost above average. So
way it will be easier for you to descend
down in price. And you can always
find the golden mean.
Rise in price
unnatural and sufficient
difficult. Moreover, offering more
dear models you will become them
sell more.

Mattress testing

1 Choice Argument
2 Argument Time
3 Argument of the Law