Active sales - what is it? Nikolay Rysev, "Active sales". Active sales technology

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

The essence of active sales

Active sales are often referred to as a complex process associated with the market implementation of goods or services: customer search, identification of its needs, the creation of an attractive proposal, negotiation, transaction and subsequent communication with the client. The main difference from passive sales is that the latter do not imply a way out for the buyer - he comes himself.

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

Fine art of active sales

Experts believe that the most important job of a manager engaged in the sale of goods and services is the mastery of working methods, the willingness to identify which technique of active sales is most effective, and also to build a system model for their use. So, for example, successfully using the technique, which allowed to start a telephone conversation with the client (in which the person agrees to take a few minutes to communicate with the manager), you need to be able to interest the buyer, turn it from a potential into a real one.

It is very important, as experts say, to avoid one tricky trick of the interlocutor. Sometimes the client pretends that communication with the manager is very interesting to him - basically this happens when such behavior is prescribed by the corporate "code" of the employer company, which implies the priority of politeness. The ability to identify such a buyer - a whole art, and we can say - a separate technique of active sales, a separate kind of professional toolkit manager.

How to sell the service?

Business delivers to the market either goods or services. Specificity of interaction with customers and potential buyers when working with both sales items is different. Many experts believe that it is much more difficult to sell a service, since it is not possible to touch, taste, test and simply admire it as a commodity. Active sales of services - a type of activity that requires specific training. The manager, first, must have a real idea of the capabilities of his employer and not promise the client something that the business can not provide. Secondly, when selling a service, an expert should take care of the subsequent mechanism of "word of mouth" - that is, to achieve not a one-time result of work, but to feel further prospects for increasing demand. Thirdly, the manager should be able to somehow compensate for the noted shortcomings when dealing with services (the fact that they can not be "touched").

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

Personnel sell everything

In the process of business growth, there comes a time when its structure requires a new division - the active sales department. For management it is important to choose a competent way to form this part of the company and, most importantly, staffing qualified personnel. Much depends on the current tasks set for the business, and the conditions for their solution.

For example, during the analysis of the situation the management decided that it is necessary to actively involve new customers. Accordingly, the staff should select people who have extensive experience with "cold calls." Another option - the market is very low level of brand perception. Hence the task is to emphasize the work on repeat sales, so that each of the customers has a permanent association with the goods and services of the firm. The main problem in the formation of the staff of sales managers is the determination of the number of specialists, the volume of functions and the level of responsibility. Experts recommend that businessmen, on the one hand, start with small amounts of work with small forces, on the other - keep a pile of resumes ready at hand, so that if sales go, cause new people.

Profession: Manager

Actually, the main character in communication with the buyer is the manager. Experts identify several qualities of a person necessary to match this position. First, the manager must have a motivation that depends on the attitude to work, temperament, the ability to tune yourself positively. Secondly, this is a wide range of personal qualities - maturity, self-confidence, emotional stability, flexibility, the ability to find compromises and solutions in non-standard cases, the ability to negotiate. Thirdly, the manager should have the ability to interest the client with a commercial offer, own techniques to circumvent client attempts to avoid dialogue. Counteraction to objections is the most important professional quality in this vein, since most of the clients initially do not tend to start communicating with a stranger. The manager must be able to agree on the most important thing - the price of the product or service being sold.

When the word "no" is part of the work

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

The best manager is a careless "scout"

An exceptionally important quality of the active sales manager is the ability to ask questions to the client, "scout" the profile of his needs, identify psychological and personal characteristics. Experts say that this ability is possessed by a limited percentage of specialists, and therefore this skill can become a good competitive advantage for a novice "salesman". The art of correctly asking the right questions closely overlaps with the ability to avoid scoring unnecessary phrases.

Therefore, if the manager is naturally talkative - this, of course, will help him in his ability to become a "scout", but he can interfere in constructing a meaningful, constructive dialogue with the buyer. Communicating with the client, the sales person should only talk about the case, identifying what the person really needs and, importantly, being able to listen to the client. It is important to let the buyer know that time-consuming questions are asked for a reason. The buyer should not feel constrained, but, on the contrary, he should see what benefits are put in such a phenomenon as active sales. That this is not just an attempt to sell something, but a method of building mutually beneficial relations.

Learning is light

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

"Active sales" - the so-called his works. They are released in several editions, written in a very simple and understandable style. They have an in-depth analysis of several dozens of strategies for successful sales, negotiation, and there are good examples from practice. This book is a real find for specialists in the field of trade of very different specializations. Read it and find out a lot of useful can sellers, sales representatives, managers, managers, and even the directors of different departments.

Self-development is the key to success

A manager who has managed to implement a systematic approach to his profession gains access not just to a set of disparate techniques - in his hands is a whole technology of active sales, which can be scaled in a variety of spheres. Achievement of this status implies first of all self-development. It lies in the ability and, most importantly, the desire to learn, to learn something new in sales.

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