Sales Technician Sales Manager. Technique of effective sales

The sale of products and services is the basis of any business. Since the moment when the mankind has passed to the monetary calculation, the first signs of management in sales began to be formed. The effectiveness of trade directly affects the financial well-being of modern companies. A formal exchange of goods or services for a fee is not enough - in a competitive environment, only those who sell a large number of customers grow. It is from the manager's work that these indicators depend, which explains the importance of sales specialists.

Duties of the manager

It would seem that the only thing that is required from the manager is to offer the goods, and then the client's business. Or he buys or refuses. But with such an indifferent approach to potential buyers, the company risks and does not remain at all - the audience will be comprehensively covered by a competing firm, in which the sales manager's sales technique is mastered deeper and works more efficiently. Therefore, the range of duties of the sales manager includes a whole range of tasks, including:

• Direct sales, reporting and consulting.
• Increase in sales volumes.
• Forming and maintaining links with the main customer base.
• Regular search and "recruitment" of new customers.

As a manager's toolkit, it is worth mentioning negotiations, working with databases, receiving calls, etc. In addition, the list of duties can include the so-called warehouse accounting with the service of trading halls.

Barriers to the Manager

To understand all the nuances of working with clients and what, in fact, the sales technician of the sales manager is designed, it is necessary to determine the essence of the work of a specialist of this profile. Unlike the usual implementer, the manager's efforts are aimed at pinpointing the "processing" of customers. The fact is that a priori not every company or individual consumer is willing to spend their time on advertising. And the work of the manager by and large is the advertising of products or services. Therefore, there are difficulties in the distribution of goods, which must be overcome by a sales specialist. Agreeing with clients, despite their apparent reluctance to use the company's services, is perhaps the key point in the manager's work. And to help in this business comes a whole set of techniques aimed at increasing sales.

Technique of active sales

There are many recommendations and advice from specialists in various fields, which are taken into account by sales managers. Basically, these are psychological techniques aimed at achieving the main goal - to convince the client that he really needs the proposed product or service. The most effective tactics of sales take into account the procedure of advertising from different sides - one of the most important is the view from the point of view of the buyer. What does he really need? So, for example, the sales manager of digital equipment after the initial conversation will not offer a device that is not initially targeted by the client.

AIDA rules complex

The AIDA system most accurately and capacitively conveys the principles on which any method of increasing sales is based. It can be deciphered as follows:

• Attention - catch the attention. Correctly formulated the first phrase will attract a client, initially not located for the discussion of the proposal.
• Interest - provoke interest. To this end, the sales manager's sales technique involves addressing directly to the activities of the buyer firm and comparing its needs with the products being sold.
• Desire - cause desire. To note how the work of the client firm can improve if it decides to use the products offered.
• Action - bring the client to action. The first signs that the client is not against discussing the matter deeper, should not be ignored by the manager himself. All contacts and conditions for further negotiations should be provided.

Cold calls

One of the tools to which a set of mentioned techniques is attached. The most common in large companies that sell high-value products in large quantities. For example, with cold calls, the sales manager of construction equipment works, which calls up potential partners. Making a call, a specialist should be guided exclusively by benevolent intentions, understand the needs of the addressee, and be prepared to reluctant to communicate. Such calls are the most common "weapon" of managers and require a lot of energy. To make 20-30 calls a day requires a good initial preparation and, of course, communication skills with knowledge of sales techniques.

Failure Technique

Most attempts by managers to offer services or products run into a rejection - in one form or another, it indicates a reluctance to cooperate with a vendor company. The main way to correct the situation is one of the techniques of so-called verbal aikido. As an illustration of this technique, we can cite the case in which the sales manager of home appliances offers a refrigerator and meets a refusal in view of the fact that the client already has a good model. The specialist, in turn, takes the position of the interlocutor, noting that the second copy, by no means cheap equipment, will certainly be superfluous.

It should be noted that this is a trick, the impact of which is aimed at relieving tension - it seems to the client that the manager entered his position and realized the inexpediency of the acquisition. In this gap, the main thing is created, what professional managers seek - trust in the seller, testing which, the buyer is easier to soft persuasion.

Then another phrase comes into play - they say, the offered technology is available in the singular, as the others have already been purchased by users who rated the functionality of the refrigerator and its overall quality. Of course, 100% can not be guaranteed that the customer will inevitably "bite" and acquire the model, but on average the sales manager sales technique allows from at least 10 such situations, at least, half to lead to a successful result.

Basic manager skills

Now you can talk about the personal qualities of the sales manager and his professional training. A specialist whose work is concerned with selling products and offering services should be able to find a common language with different categories of people. In many respects this is determined by individual qualities - literate speech, initially a good education, personal charm, etc. Special training is also important, which will give an idea of how the technique of effective sales in a particular direction works. On the other hand, such specialties as "Advertising and PR" and "Management", backed by knowledge of the economic or legal basis, will undoubtedly increase the chances of a successful career.

Manager Motivation

Apparently, the work of the manager is not an easy one. The main loads are psychological in nature, however in some industries, specialists of this profile also experience serious physical tests - for example, if you need to personally meet with several clients per day. So the question arises: what motivates these employees? Of course, money is the main contributor. Moreover, the payment of managers is mainly formed by the result of personal sales.

On the other hand, the love of one's work is also not excluded - for example, the sales manager of computer equipment, which is close to the world of higher technologies, it will be more willing to offer laptops, printers, tablets and various accessories. Sometimes implementers, advising buyers, mention their personal experience of using the product - here, too, the client's trust is achieved and in general business conversation begins to take the features of a friend. Perhaps, this is the best effect to which any manager aspires.

The ideal manager - what is it?

Experts from the top-level achieve incredible sales results. That is why many talented and professional managers are "hunted" by many recruiting and human resources agents who want to receive a valuable employee. What distinguishes such frames? Although there is no perfection, the approximate portrait of the ideal sales manager looks like this: a man of 30-40 years old, with a "suspended" language (in a good sense), a pleasant appearance, a broad outlook, irreproachable knowledge of sales techniques, NLP fundamentals, etc. These qualities can be added the ability to respond quickly to the arguments of the interlocutor, keep emotionally, be patient and always remain benevolent.