Proper to make a presentation of the goods. Nine key product presentation rules in sales. To be clearer, let's consider an example.

The presentation of the goods is the most important stage of the sale cycle. It can be called a view and even a show with you in the title role. The purpose of the presentation is to awaken in potential customer Interest in product. Even the largest global companies spend colossal sums on the organization of presentations, prepare presentation models, samples, printed products; make up commercial offers; Create animated videos and video.

Presentations exist different species: from self-sustaining (when the person conducts a person represents itself before the performance) and the presentation of the advertising brochure to the client and short story About the product or service with the indication of the main points (the so-called ") to large-scale events with concerts, songs, buffets, etc. What presentation will you choose, depends on the features of your product, corporate policy and the size of investment in your product.

In this lesson, we will consider the main points of presentations, as well as give several valuable tips on how to avoid common mistakes

The first steps

So, before you is a task - to hold a presentation. You have already agreed with the client about the meeting, and he is ready to listen to everything you say. Keep in mind that the consent of the client to the meeting does not at all build you some special rank, and, of course, does not guarantee that the transaction will be concluded. Given the fact that the client in any case will evaluate you, you will need, firstly, to carry out self-testing, i.e. Competently to introduce yourself and briefly tell about yourself, and, secondly, to convince the client, because literally every day he can listen to dozens of a wide variety of proposals.

In some cases, you will interact with the person who has the right to make decisions, for example, with a supervisor or just a private person. In others, with ordinary employees who play the role of intermediaries between you and those who will remain the last word. It may be that you will be one of several managers conducting a presentation for one client, which means you will have competitors. Therefore, before the meeting, you need to know who will be present at the presentation, and whether you have rivals. Thus, you will be aware of how it is better to prepare who will be easy to convince, and who will have to be "tinked." The next step is to establish a key figure.

Set key figures

Starting a presentation, thank the person who invited you, look at all those present if more than one, and try to understand who is a key player - those who make decisions.

In any group, even in the smallest, there is always a leader, and it is possible to recognize it in relation to it surrounding, non-verbal signals, appeals, etc. You can also define the leader, looking at the one who took the most the best place, For example, in front of you, or at the head of the table. Here you need experience, and with the practice you will learn to recognize the "main" in the first minutes.

The main thing is brevity

The main part of the presentation should be as short as possible, because it is not very interesting if it is not too interesting if it is not very interesting for any person. The rest of your presentation should be engaged in the involvement of potential buyers in communication through issues, demonstrating prepared materials, suggestions to touch the goods, etc.

It is for this that in many companies today uses a special software that allows you to quickly analyze client needs. For example, in the sale of financial or insurance services, financial or insurance calculators are applied, where you just need to introduce specific data about a person to get an instant result - the level of profitability or the cost of the insurance policy. Work in such programs together with customers so that they see how and what is considered, and were passionate about the process.

But what should I do if you do not have such programs? What if you have only a few advertising leaflets or brochures in your hands? And from such situations there is a way out.

First, you don't need to "reflect" a potential buyer at once to all that you have to read, otherwise the person's attention will be focused on what he keeps in his hands, and not on your words. Use printed materials as an auxiliary tool - specify the handle to the information that is discussing at a specific point. You can generally postpone the materials aside by saying the client that you will leave the brochure to him, and he will still have time to familiarize himself with her. So you save control over the situation and hold attention to your speech.

Sellers of intangible goods must master one very useful skill - the skill of creating in the imagination of people positive images. If you can not demonstrate to a person something material, "Draw" him a picture of how his life will change after buying your product. For example, you sell insurance policies - Create a man of calm and confidence in tomorrow, the image of the security of his health or property. Sell \u200b\u200bsubscriptions for fitness? - Let a person feel strong, energetic, healthy, beautiful, young after classes in your club!

In short, when selling any intangible goods, the most important thing for you as for the seller is to give a potential buyer to understand and feel that it is worth your unique product and what exactly it will be useful for him.

And, summing up our current lesson, we want to give you a few useful Soviets For presentations that will help you avoid the most common presentation errors.

Common presentation errors and how to avoid them

The experience of many managers and sellers is replete with a huge amount of mistakes caused by a banal lack of precautions. The advice below, of course, do not exhaust the topic, but still serve you good food for the mind and help in work. The essence of these tips is that the preparation for any presentation should also be based on the observance of a number of preventive measures:

Make sure B proper quality visual benefits. Footprints from fingers, blunders, spots, torn corners and other "raisins" on your visual guides will tell the client by no means about your originality, but that you do not follow the items, and will make a bad impression. It is not worth shocking the public like things like slasulas on a table or a bunch of packages in which you dig up all the time to get something. Absolutely all: from leaflets to the projector should be in order and cause a desire to touch and see.
Obschery how what and where it is connected. If your presentation implies the use of any equipment, be sure to prepare space, cables and extension cables for it, find outlets, find out which wire and where to insert. Check the charge level of batteries. Many potentially successful presentations broke out due to elementary shortcomings on the technical basis.
Pay attention to the trifles. Imagine that you have enjoyed beautiful for a long time. computer Program For presentations, but suddenly came into force, and something happened that violates your plans: a short cable, the absence of additional outlets, non-working router, etc. In other words, even if you are 100% confident in everything, come to the meeting place before at least half an hour or an hour, so that in the case of force-major you had time to eliminate it. Straighure to provide absolutely everything, let it and to a certain extent.
Make a presentation individual. People negatively (or at least idlest) perceive the text that has already been told to someone for one hundred times; They feel just the next lines in your list of those who need to sell something. To make the impression on each particular person, strive to adjust your presentations under those with whom you communicate: eliminate the elements that are unnecessary to you, add something new, make examples based on the interests of your customer or group of people. This is a truly professional approach, and anyone will immediately notice that you came to him.

And finally: any of your presentation should be most carefully rehearsed. You must have comprehensive information on any issue of your product, up to the device of a particular mechanism. Reheat your speeches as much as possible and more often so that they become perfect. But at the same time, do not forget to avoid monotony, use different behavioral techniques, use creativity and learn to work with the public. There is no specific period, after which you can be confident in the effectiveness of your presentations, because everything depends on your desire and enthusiasm, efforts and perseverance. And remember the necessary pauses if the presentation is long.

Always it in the preparation process. But at the same time, be prepared for surprises, failures, unforeseen issues and cavern situations.

Check your knowledge

If you want to test your knowledge on the subject of this lesson, you can pass a small test consisting of several questions. In each question, only 1 option can be correct. After choosing one of the options, the system automatically moves to the next question. The points you receive affect the correctness of your answers and spent time spent. Please note that questions every time are different, and the options are mixed.

The leader is the seller of hope. Napoleon

We continue to study with you, dear friend (or a cute girl), my author's sales methodology that suits absolutely everyone. Even those who do not love and do not want to sell. For those who do not like and do not want to sell - we do not sell, but create solutions. So, you conducted a "study" and found a "problem and need." After that, it is desirable together with the buyer "Create a decision" and he will gladly give you money. After all, you helped him solve the problem or get a need. it general scheme, or

2 Basis Sales - This is how your potential buyer is interested in and came to you. Author's technique: I.P.I.P.I.P.

3 Basis Sales - It is so to submit a decision that the buyer does not have doubt that it is the solution. For this, there is the author's technique: 4- "P". And in this article we will consider it in detail the second "P" - Presentation.

Each buyer can get "Ford-T" of any color, provided that this color will be black. Henry Ford

In any case, you need to learn the presentation. Presentation is a way to beautifully tell us and show the client's decision. Make so that he will be happy and confident that this is exactly what he needs.

For this, I developed a 4-p system. It is necessary to go through 4 simple and understandable stages.

Stage 1. Prelude.

I already wrote about this stage in the previous article. Similarly, as in sex, in sales and presentations, the prelude often defines everything else. If you are well prepared and prepare a potential buyer, the purchase is almost inevitable.

The purpose of the Prelude is to study the needs and problems. Establish contact and trust. Awakening and gaining interest at the buyer. Sometimes, with the right to hold a prelude, the buyer himself asks the seller to complete the process faster. He already wants to buy. Just because the seller caused him such a huge interest and confidence that the buyer is ready to just give the seller everything.

There was a case when one elderly woman walked down the street. It began to rain and she went to the store. The case was in New York about 100 years ago. The seller in the store seeing an elderly woman, brought a chair and offered her sit down. From now on, one of the most successful quieter that time. An elderly woman was Mother Andrew Carnegie (the richest man of America of that time). And a polite seller who brought her a chair - it was Charles Schwab. After this incident, the mother recommended Andrew to take to his work of this very pleasant and polite person. A few years later, he became the manager in business Andrew Carnegie. With a salary of 1 million dollars a year.

Stage 2. Presentation.

The prelude is completed and the buyer is waiting for a sentence. The ideal option - he asks for him to offer him a solution to his problem.

I suggest to give the buyer a lot of S.L.O. The purpose of this stage is to give the buyer logical arguments and evidence that your decision suits him.

As you already understood Salo is a reduction from the first letters of certain words.. The purpose of this Salo is to convince the client that your offer will solve its problem.

Use the following arguments. They usually convince adequate and normal people:

1. Specialists and statistics. These are facts. This is what experts and scientists say. This is what causes respect and trust in any normal person. I always start with this type of evidence. He is the most reliable.

2. Authorities. After that, it is good to refer to the leaders of opinions. There are such people (Philip Kirkorov and other comrades), whose opinion is considered authoritative. But in this form of evidence it is hard to guess. Because authorities are different. If all normal people trust experts and statistics, then authorities are different for everyone. And for someone there are no authorities at all.

If you do not know how to listen, you will not be able to sell anything. Carolin Marlend, Managing Managing Manager GUARDIAN GROUP

Everyone lives, selling something. Robert Lewis Stevenson

3. Personal experience. You can tell your personal experience. You will be sincere and truthful. But often this is not enough. Very good and acting way, give a small personal experience to the buyer. For this there are "Probes" or the first hour (day, week) for free. If you like the buyer, the rest of the evidence is no longer needed. Unfortunately, this method is not always possible to apply.

4. Public opinion.People can not be mistaken. So taught us in childhood. The society is on this assumption. Therefore, if everyone thinks that it is so - it means that way. When the number of participants in my trainings approached 100,000 people, and the number of books that people bought exceeded 200,000, I myself realized that they were exactly working.

I love to confirm the correctness of my ideas by public opinion. For this, I use folk wisdom. Sayings and proverbs. Those expressions that most Russian-speaking people absorbed with mother's milk. These ideas are usually 100% confidence. Therefore, they are very good to use on sale. For example, the goods with a high price can be promoted by the proverb - "the miser pays twice" or "we are not so rich to buy cheap things."

Virtually any presentation, you can find folk wisdom, which confirms that you just need to buy it now.

1-P - Prelude
2-P - Presentation

In the next article I will write about 3rd - make a decision. This is how to help the buyer make a decision right now.

And in order for you to remember well this information - do the exercise and write the answers in the comments.

Exercise. Nayi S.A.O. For the following ideas:

1. Why it is worth passing the online program:

2. To play sports every day - this is vital: Specialists - Statistics: Authorities: Personal experience, which proves that it is necessary to go through this program: Public opinion:

JOKE
- Full Name?
- Mamedov Abram Ivanovich.
- Nationality?
- Buryat.
- Religion?
- Catholic.
- And what do you want?
- I want to become a woman!
- Listen, for forty seven years.
- So what?
- Look for yourself for a long time ...

We hope that our tips will help you improve your skills and make your sales more efficient! We know - you can!

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Reading makes a person knowing, conversation - resourceful, and the habit is recorded - accurate
Bacon Roger.

Of course, we are not from those who will agitate to acquire something unnecessary. A person must get what he will come in handy in work, everyday life, on vacation, etc.

But to explain to him that this thing or this service will really use him - you need a competently built presentation of the goods.

How to properly hold a product?

There are small things here, everything is important: and how do you pick up people, and what material they will see on the screen, on the stands, what documents will receive in hand, etc.

Put the right goal

Your task is to convince customers in the need to purchase a product or service. Do not try to make the presentation of the goods to the buyer too colorful (music, cartoons and other attributes are not required).

Layout your stages of the presentation of the goods, the system of arguments and on this "string" move from the item to the item, not giving listeners to distract from the desired topic. Slip people to ask the questions you need, and answer them so that it is once again clarifying the advantages of what it seems today.

Determine the contingent of those present

From this depends on the product presentation plan, the complexity of building a description, and the angle under which the material will be served, and the arguments that are convinced to acquire the same thing.

Product Presentation: An example of what to emphasize

Let's say if this is a story about a new overseas tour, be prepared to tell how customers will save, if we go to the group, tell us about the conditions for this particular audience (youth - about pubs and disco, travelers with children - about water park and playgrounds).
If the contingent of the listeners is mixed - the arguments must be prepared for each microGroup: someone - "this will allow you to optimally organize the work of the team", someone - "with the help of our device you can perform the same work with less voltage."

Never consider yourself a master!

This, alas, a fairly widespread error. The man spent five, ten, twenty presentations - and he says to himself: "And what to cook there? How to spend a presentation of goods I already know, because about it said that ..."

Self-confidence often brings. You need to check everything: maybe you should supplement the text of the product presentation with new digital data, try out some new advertising move, it is elementary to check, in what condition is the audience (whether the light is on there, whether paper and pencils are turned on), whether the computer is not erased Lee mistakenly the slides you need.

Confuez, when the listeners represent the layout of a new sanatorium, and a popular swearing is written on a red pencil layout, remembered for a long time. The correct presentation of the goods is a clearly planned algorithm of actions and proposals. Absolutely to each presentation must be prepared.

And more specifically?

It is clear that the rules for the presentation of the goods say that its standard text should be addressed to this industry, a group, a problem. Speak about the problems of this group of listeners - and how the tool you suggested helps to solve it.

Do not go too deep into details, there is very large risk of error, noticeable professionals, but what you understand their problems and offer a specific decision of them, very noticeably contributes to the commercial success of the presentation.

Your task is to solve problems arising from customers

You do not just offer some product or service - you strive to facilitate the life of customers, optimize their workdays or making unforgettable holidays. The more tempting the advertisement of goods, the presentation and the proposal to solve the problem, the greater the chances that your product or service will be purchased.

Appearance, speech rate and amount of information

Our task is that the client is not distracted, therefore abundant makeup, provocative clothing, sharp perfume - not for us. Something neutral, elegant without perseverance, so as not to distract attention.

The presentation of the goods should not be tedious. Pour on numbers, to demonstrate a schedule schedule - incorrectly. Always remember the "dreament for the last page" rule, that is, say clearly, in moderate pace, without overloading the speech by arguments. If there is too much data, it disperses the attention of the listeners.

Carefully select only what needs to be explained, and more detailed information may be placed after presentation on the Internet or distributed in the form of a colorfully decorated brochure so that a person at your leisure familiarize with all aspects and, even if during the presentation, it was not possible to convince him " Dostered "to the right decision.

Tell us about those who have already used your services

Specific names can be not called (and can be called if they are impressive!), But thanks, set forth in writing, especially if they are talking about saving funds or high efficiency of your products, the performance is supported.

Why is your firm preferred?

Effective product presentation always includes information on how many years there is an enterprise, about additional servicesYou provide, about warranty period, delivery, installation.

In a word, the whole set of arguments that encourage something from you should be with you. And, of course, it should not be empty words - just what you really can perform.

Do not forget about trifles

Too abundant treatments - this is, in fact, badly - "Fused Belo to the teachings of deaf." But in front of each listener a bottle of mineral water and a cup, in a break, it will arise this (undesirable, but it happens!), Organize tea-coffee and candy-cookies - these are the smallest things that show that the company does not interrupt with a penny for a penny that is a solid institution.

You can prepare for each participant a folder or package given at the end of the presentation (there will be a small souvenir and a set of necessary promotional documents) on the perception of the presentation affects everything, even non-working air conditioning or noise in the corridor.

Tell me the possible options to continue conversation

It can be as personal advice, or an additional meeting, or the test of the goods offered in practice. Your interest in your products should be supported!

Competently organized and spent successful presentation of goods - the key to your commercial success!

Sales sales stage Among all other steps, the visit allocates the fact that during the presentation of the new product, the climax finally occurs: the seller, buyer and goods are found in one place. Naturally, in order for the effectiveness of this stage one hundred percent, competent preparation is necessary.

Soil for a successful sale you prepared when they were carried out, planned their visit and found out .

All previous actions were thoughtful preparation of this particular key stage - sales sales stage.

Sales benefits (or presentation of goodsIt is the point in the development of your dialogue with the client when it is possible to carry out a successful sale. This feature is provided only to those who clearly represents the client from business and those who are confident in themselves and believes in their own goods.

For this reason, the selling stage must be brief, clear and at the same time expressive and exhaustive.

The main thesis, which should remember any person selling: Do not impose the goods!

Incorrect to force your client to buy what is interesting to you.

If the sales representative makes it stops buying a new product, motivating this by the fact that it will not receive a salary, then he is a bad sales. He does the worst thing that can be done in business: solves its problems for someone else's account.

This is what is happening in cases where your best friend buys the thing that has an unnecessary thing.

The best way to spoil your reputation as a business consultant (namely such a function performs the sales agent) does not exist.

For a successful sale, you must first revise your attitude to what you do.

Remember: You do not sell a specific unit product. You sell the benefits that this product can bring your partner's business. In essence, you help your partner to develop a business.

It is for this that at the stage of need analysis we were interested in motivation, on the basis of which the client's business is being conducted. The client and the benefits of the purchase of goods should coincide at the time of the presentation of the new product.

And then, the chain attention is interest - desire - the action will receive its logical conclusion in a successful deal.

The structure of this stage is simple and expressed by the following formula:

H + p + in + question - hook;

H \u003d damn item; The quality of goods, which is essential;
N \u003d advantage of goods; Additional facilities of the goods in relation to other goods arising from the devil;
B \u003d benefit from buying goods; The result that the client will receive as a result of selling goods.
Question - hook \u003d closed question orienting a client to accept your offer.

In fact, this stage Satisfies curiosity that should have appeared at the client at the stage.

Benefits describe the result: more profit - more buyers, - more turnover ...

Turn out now to each of the elements of the stage.

Each structural component logically follows from the previous one.

Damage - an integral quality or product characteristic.

This concept implies a high degree of objectivity. That is, the feature cannot be any immeasurable or biased statement.

Voicing the line, it should be understood that it should be concrete. Thus, the feature cannot be your personal assessment of the product: this chocolate is delicious, this juice is good ... There should be no such features when presenting goods should not be used because they have a high degree of subjectivism.

As a rule, when choosing a feature that will be used at the presentation of goods, choose the following. Then we will discuss the features that mainly be applied to the FMCG goods.

Price;
Number of species;
Form factor (not applicable to services);
Color or designer packaging solution;
Production technology;
Production site (import or domestic product).

Depending on the specifics of the goods, additional items can be included here.

For example, manufacturers of chewing gum can talk about the presence / absence of filler, cosmetics for men - about the type of facial skin care products (gel, foam, lotion), tobacco - about tobacco mixture ...

The advantage is logically inseparable from the line, for this reason you should carefully compare the possible features and their advantages, before starting their broadcast to the client.

For example, if you talk about such a feature as a "imported product" compared to the analogues, the advantage will be (in our country :)) "Higher quality".

If it comes to "higher cost", the advantage can be denoted as "high marginality" or "attracting wealthy buyers."

In principle, for the same feature, several advantages may be selected, depending on the specific product or situation.

If you want to help in identifying benefits for certain features, you can contact questions directly in the comments. As I forces - I will help.

The benefit is a favorable result that the buyer will receive, agreeing with your suggestions.

The benefit meets the selfish interests of the buyer, asking the question: "What will it give me?".

Each time you promulite benefits, you are talking about the future favorable result that a customer or buyer can count on, using your products, ideas.

Therefore, the buyer usually wants to know how he can get this benefit.

The most important thing when moving to a conversation about the benefits that your product gives is to logically link them with the information you received in the stage.

Benefits must fully satisfy the previously voiced needs of the client.

The final optional structural element of the selling stage is question-hookwhich is essentially a request for confirmation of consent.

Standard question - the hook has the form: "After all, this is what you need?"

At the end, I will give an example of an option for selling benefits, which will illustrate all of the above.

Suppose that the SMART cigarette in trade point, Motivation of business for which is to receive additional profits.

"ITG tobacco factory represents Smart cigarettes. SMART cigarettes are characterized by the presence of three types of taste (strong, light and super-lungs), which gives the buyer the ability to choose a preferred option.
Accordingly, this product will be successfully sold and bring your profits.
But the receipt of profit is what you need? "

And now we will analyze this "monologue" from the point of view of a structured approach to sales and what is written above.

"ITG tobacco factory represents SMART cigarettes" - Designation of the subject of sale(It is better to have a sample in the hands so that the client can get better familiar with it).
"Smart cigarettes are characterized by the presence of three types of taste (strong, lungs and super-lungs) ..." - designation characteristic feature . In this case, "Number of types / tastes" is used.
".., what gives the buyer the ability to choose a preferred option." - designation Benefits This product: the ability to choose.
"Accordingly, this product will be successfully sold and bringing you profits." - Designation prof.that fully complies motivation Our client.
"But making a profit is what you need?" - Question - hook. Request for confirmation of the transaction.

As additional comments, it should be said that begging intonationthat should sound during the presentation must provide confidence in the product and its competitiveness.

The time that is usually spent on the sound of all information should be not more than 1 minute.

It is also extremely important not to voice more than one trait-one advantage and one benefit.

First, in order not to slow down the selling stage, secondly, so that you have additional arguments, in the event of objections.

As practice shows, the success of such a sales algorithm is about 80-90 %%.

All the most basic for the successful presentation of your product in sales. Only live, working techniques worked in practice!

Rule number 1. People do not care about the product

We listen to the words - Markers client. They tell us about his needs ("small", "powerful", "beautiful such")
We combine the product with the need of the client!
We translate the product to the results and benefits for the client.

People really no case, what new TV released the company. The client is interested in how this TV will help solve the problem of leisure. The dialogue between the seller and the client resembles the "folding of the puzzle". If you managed to choose a product for the customer's request, or "Expand" your product with the right side is necessary.

Rule number 2. PRESS LANGUAGE

The benefits language is a speech module.
It helps to reveal the advantages of the goods, separating the characteristic of the benefit that the client receives.
This makes the seller's speech clear and understandable for the client.

The scheme looks like this:

For example:

In this laptop there is a security feature ("3 D" Sensor tracking in space), which will allow you to save your personal data when falling. (photos, movies, music)

I always give an exercise for the development of this skill. Participants fill the following table:

The price is open to the buyer. The benefits are often hidden.

The client does not see all profitable advantages. Seller's task - open the benefit and close the price.

This can be done only if you use the benefit language. Sign, the characteristic of the product itself is neither good or bad. It can be perceived and positive and negative. The benefits are what life fits, creates comfort, implements needs.

Rule number 3. "Circle of arguments"

The "argument circle" is a speech module that allows you to "link" the need for a client with the proposed product.
Up to this point, it means that you used a funnel of questions, and now reap fruits in the form of a circle of argumentation.
The benefits language is a component of this scheme. We just add customer needs, in the form of words - markers.

"So, you said that you often visit business trips ..." If you consider "top view" - then this is a circle of argumentation.

And if you submit figuratively, it's like a spiral when one circle ends, the next one begins. For example, the transition to the next circle "And also you said that you often play online ..."

So the circle for the circle, we are clear and calmly, referring to the needs of the client, reveal it all the advantages of our offer. The main thing is not to screen the client! Pause and track emotional customer reactions.

Rule number 4. "Read" model

When you read the book yourself, "about yourself" - your goal - so that you yourself understand the meaning. When, for example, you read the book out loud to the child, or quoted something to your colleague, then your goal is that another person understands you.

So with the reception "read" model. This means reading the "loud" model, for the client, disclosing all the advantages.

The key idea of \u200b\u200bthe model ("for what they buy").
Functional / emotional benefit. Be able to explain using one or another benefit.
Technologies or functional features. "Chips" model.
"History about product." "One buyer, in the past month I bought, and came, thanked us, because ..."

Rule number 5. Key idea (speech modules)

The key idea is "for what they buy." Two - three key phrases will help the client to understand the main advantages. If you know how to read the model, then you are always ready to communicate - selling!

Example: TOSHIBA MINI NB305 laptop:

For those who appreciate freedom and style.
Compact, stylish, works up to 11 hours from the battery.

Methodological materials with models and key ideas are usually in each company. If not - urgently create, otherwise the sellers will tell such fairy tales of the Vienna Forest, which will not seem little.

Rule number 6. Men and women

Men and women are different in almost everything, so why shouldn't they make purchases in different ways?

Therefore, you need to remember the highlights:

Functional / emotional benefit.
Balance compliance 3: 1. Mosses need 3 functional benefits and 1 emotional. Women feeds.
The behavior of men and women in the store. Women are focused on the process, and men on the result.

As Paco Underhill writes, a specialist in the field of commerce, the founder of Evirosell, women really like to make purchases: quietly go shopping, see the goods, compare quality and prices, talk to sellers, ask them questions, try on selected things and Finally, pay for purchases.

Compared to women, men in stores are like crazy bullets. Men move around the store passage faster than women, and, moreover, spend less time to consider goods. In many cases, it is difficult to attract their attention to anything that they were not going to buy. Usually they do not like to ask where the department is located with the goods you need, and indeed do not like to ask questions to the sellers.

Rule number 7. "No" walking encyclopedias "

The "walking encyclopedia" is a very terrible type of seller. He will fill you with an informational avalanche, and those of customers who do not have time to escape before, remain buried under the pile of incomprehensible information.

This is the seller, amateur monologue. He seems to him that he dresses a certification exam for product knowledge. AU! Already sell! And we have a living person, buyer.

What to do to not happen:

Watch the client's reactions. Customer rather "alive" or "dead"
Pause pauses.
"Do you know how to check?" 1 minute test. This is a simple and so memorable criterion that the buyer will be able to tell others. How to open the secret information for the client "Do you know how to distinguish a good air conditioner from bad?", "Do you know how to check what is this genuine leather?". It would be nice that the buyer would be able to test the goods to the standard by the test for him.
Give the product in hand. Turn on the client to the presentation. "Puppy Effect". Test - Drive for cars are based on this.
"What is the impression?" Question resume. Otherwise, the redundancy of the arguments arises and the intonation of the last phrase does.

Rule number 8. We exclude "harmful words"!

Perhaps it will be useful to read: