Phrases from the seller to the buyer. How to solve the problem of queues at the checkout. Right Hand Law and the Golden Triangle Rule

A small preface to a good book

To say that writing the foreword to Harry Friedman's book No Thanks, I'm Just Watching is a difficult task is to say nothing. Indeed, in what words, in what images can you express your attitude not only to the content of the book, but also to the personality of the person who wrote it? I recall Harry's original training in Moscow: an unusually active, mobile, emotional person for three days kept the unflagging attention of four dozen experienced russian managers retail, which all, without exception, went through the difficult school of the seller. In one of the exercises, Harry announced: "Here, look - two situations of establishing contact between the seller and the buyer. Watch carefully for the reaction of our buyer." One of the training participants was chosen as the buyer, and now Harry approaches him - in a beautifully tailored suit, dazzlingly smiling, charming - and says loudly and clearly:

- Good day! Can I help you with something?
The "buyer", with a habitual grin, answers:
— no thanks i'm just looking.

Fiasco. Contact not established! But Harry smiles enigmatically: there is still a second attempt - he takes a folder with documents from his desk, walks past it as if on business, suddenly turns to the "buyer" and addresses him with the words:

- Excuse me, can I ask you a question?
— yes please!

The "buyer" looks at the "seller" with interest. Contact established! Harry addresses the audience: “In the first case, you saw a real rejection reaction. The buyer was not ready to communicate with the seller, and this is normal. The buyer wants to buy, but does not want to be sold anything to him before he makes his own choice. In the second case, the reaction was the opposite - the buyer was not offered to start buying, but was offered to start communicating, and he liked it, it could even be seen from the eyes! "

The book you are holding in your hands is called "No thanks, I'm just looking." The phrase of the seller's defeat in the fight with the buyer - a fight that does not really exist and which is not beneficial to anyone: neither the buyer, since he will not get the opportunity to purchase exactly what suits him the most, nor the seller who has not done his job. This book is about how to avoid such a struggle, how to turn a sale from sometimes boring, sometimes hateful, and sometimes even nervous activity into a lively, addicting game in which there will never be losers.

For whom is this book written?

First of all, for those who sell professionally: who stands in the sales area at the shelves or showcases waiting for customers, who should contact them when they appear and sell something from the presented product range. For those whose professional competence and, as a result, material well-being will depend on how successfully all of these functions are implemented. And of course, for those who manage the sales departments.

The book contains numerous methods, methods, techniques of effective work with clients. It details how salespeople should work to ensure that each of them demonstrates maximum efficiency... Basically, it's all about what the salesperson should be taught, what should be monitored first, and what should ultimately be asked of him by analyzing individual results.

But there is another audience for this book, and this audience includes everyone who has nothing to do with retail, but who still have to deal with herself and its representatives, that is, go to stores and buy something. In other words, the book is also for buyers, and this is how it differs from many of its counterparts in the book counter. Its purpose is that the seller needs not only to sell some product to the buyer, he needs to sell, first of all, the idea of \u200b\u200bstarting cooperation between the buyer with this particular store and, moreover, with this particular seller. The seller must sell to the buyer exactly what meets his needs, and in fact become an expert for the buyer in the purchase of such goods in the future. After all, we all remember forever living, unfortunately, phrases:

- There are many of you, but I am alone!
- If you don't know what to choose, then what did you come for ?!
- The line will come up, then contact me.

How many of us would like, upon hearing this, to return to the same store, to the same seller? Rather, on the contrary ... But this is not just a question of polite or impolite treatment, it is something more - in fact, a question of the very philosophy of selling: do I want to impose or do I want to recommend? Or do I want nothing at all from the buyer, except that he quickly left, because it distracts from more important matters? This is why this book is important for buyers too - it tells how sellers can handle them to become experts for them for the rest of their lives. Have you ever heard of a saleswoman in a clothing store who has record-breaking sales with virtually no show up on the sales floor? How? She simply calls her clients on the phone and recommends new arrivals to them, explaining to everyone why. him fits exactly this... And the clients are grateful to her, and, probably, the manager. She was also taught by Harry, and she knows very well that such trust is not created immediately, this is a long and painstaking work that begins at the moment when a new customer enters the trading floor for the first time to be greeted with the words: “Good afternoon! Anything to help? " Or maybe with some other words, more interesting for both ...

And this book is also interesting because it was written by the most real seller - Harry Friedman. This is a person with vast experience in retail salesah - he himself worked as a sales consultant, then headed the sales department, store, chain of stores. A lot of practice allowed him to create effective systems for organizing sales, and, of course, as a coach, teach others the skills of an effective salesperson. Therefore, there is no excessive theorizing in the book - here it is clearly, understandable and detailed, with many examples, it is told about what exactly should be done in working with a client and what should not be done, although many do ...

In addition, of course, you should also appreciate the author's style - a lively presentation, with its humor at times reminiscent of a bright, colorful pop performance. In fact, Harry is the same in direct communication - a bright, brilliant showman, whose everyday motto, reflected, by the way, in the slogan of his training campaign - "Show time!"

Dear Readers! So the time has come for you - a show of fun and useful reading. Like hundreds of thousands of retail professionals in many countries around the world, I would like to see the conclusions that you draw for yourself after reading this book will help you to increase the effectiveness of your sales and increase your customer satisfaction.

SHOW TIME!

Oleg Ivanov,
CBSD Consultant Trainer,
certified trainer of The Friedman Group

About the book

There is no such thing as a "born salesperson", just as there are no "born doctors" or "born advocates". Retail is a technology that needs to be studied like any other if you want to excel at it. And Harry J. Friedman excelled at it.

Someone once said, "Harry is the kind of guy who sells a bike pedestal, and then the bike itself, for $ 3,000 to use the kickstand." The uniqueness of Harry Friedman and his book on retail lies precisely in the unrivaled ability to transform potential buyers into real buyers and teach others to do so. His undisguised love of "playing" the sale permeates every trick and every funny story.

The book "No thanks, I'm just watching" will allow you to significantly accelerate your progress in career ladder thanks to a practical step-by-step money-making system. This system is not only easy to learn but also fun to use. You won't find boring or obsolete 1940s guidelines.

Unlike most basic trading educators, who tend to focus on dealing with objections or trickery, Harry focuses more on "effective trading". It demonstrates how to overcome customer resistance, this “I don’t like you and I don’t trust you” defensiveness that seems to bring customers into the world. And it shows you how to conduct research most effectively to find out exactly what the customer needs, leaving you with only one thing left to do - meeting those needs. The essence of successful trading is to get your buyer to say, "I'm taking this," even before you say, "Are you buying this?"

However, the real fun begins after you explore its unique version of free trial: how to subtly invite a customer to make an additional purchase the moment you checkout the main one. This will allow you to monitor the sale and take the final step to reduce the likelihood of a return, build trust, and increase the chances of repeat business.

This book will cut down on endless trial and error and allow you to focus on what really works. It will become your retail Bible and you will reread it over and over again. And each time you will find something new to keep making money.

"Harry's book is the best 'how to do it' reference book ever written about retail. It emphasizes what many are missing out on, which is professionalism. Using humor, involvement and his vast experience, he created a book on how to reach the heights of excellence in customer service and become the most successful seller. "

Thomas F. Zollar,
retail director
La Z Boy, Inc.

"This is the most wonderful retail tool these days, after the phone call."

Jim Kleeman,
general education coordinator
National Association of Music Dealers

"A must-read for every salesperson, no matter what they sell. There is no other book like this for them. We have ordered more than 2,000 copies. Harry's book reads like an impossible novel. It will make any salesperson increase sales of additional items and complete big sales." ...

Evan Hackel,
Vice President of Training Carpet One

“In my 25 years in this business, I haven’t met anyone who could identify and SOLVE retail store sales problems the way Harry J. Friedman did. Every retail store manager should make this book a must read. employees ".

Bill Botge,
President of the National Association
shoe retailers

"Harry has a sixth sense of what needs to be done to sell. He admits that there is no such thing as a 'born salesman', that trading is an ever-evolving technology. His sales method can truly be considered a work of art."

Samuel A. Getz,
President of the Mayors Jewelers

"Exciting reading! If you are not a professional salesperson, this book will turn you into one! Even if you are not in retail, it will make you think about doing this."

Annette Gerhardt,
President of the American Association of Merchants
wedding supplies, Cinderella Shoppe

about the author

Harry J. Friedman,
retail consultant,
teacher, lecturer and writer

You don't meet Harry J. Friedman, you run into him. This is an extraordinary person, endowed with revolutionary thinking, ingenuity and energy. Its unique style makes you shake up and take a fresh look at how you trade or manage trading floor... And then he knocks you off your feet with his methods of converting all of your potential customers into people who make purchases, and you think of only one thing: "Why did I not think of this before?" If his vision of how a retail store should be run, bottled, and delivered to every trader in the world, the level of trade will reach unprecedented heights.

Harry J. Friedman is an internationally recognized retail and management consultant.

Since 1968, he has established himself as a record superseller, sales manager, retail chain owner, and the most thoughtful consultant and educator. Its methodology is studied by over half a million retailers around the world.

Mr. Friedman's unique ability to share his experiences in a simple and lively manner has made him a popular lecturer and writer. Known for his humorous yet polished style, he offers a lot of vital, relevant information today that goes far beyond the question of motivation.

He has created a sales and management system that retailers use more often than other similar systems. His articles have been published over 500 times in national trade magazines and his "On The Floor" news column is read by over 75,000 merchants.

Mr. Friedman has also developed store management seminars that many retail executives attend. These developments include the Retail Management Training Camp and the Multiple Store Supervision Course as well as materials such as the Friedman Professional Retail Selling Course video, Retailer's Complete Book of games and contests for sales staff of Selling Games and Contests, the Retail Policies Manual, and the continually updated Retail Productivity Series.

As the founder of The Friedman Group, he is committed to enhancing productivity and professionalism that has made him a recognized authority in the retail industry.

Foreword

Few of today's professionals have to respond as quickly to changing customer needs as retail professionals do. What sold quickly yesterday, like hot cakes, may settle dead tomorrow. The same is true of retail practices that once worked wonders, but in our rapidly changing society can now lead to disastrous results, especially with sophisticated shoppers who have "seen it all" and "heard it all." ...

If you use an outdated methodology or do not understand the psychology of buyers, your ability to make money, your career, and your well-being are at risk. Without the right techniques and tools, the market can quickly turn into a ruthless machine that grinds you up and throws you away. Retail turnover is the highest of any industry or profession.

Meet Harry J. Friedman, Los Angeles-based President by The Friedman Group, which provides training in retail management and sales skills. At thirty-odd years, Harry made his teaching firm one of the most successful in the industry.

In the videos and presentations that have been successful in North America and Europe, and in this book, Harry dismisses conventional wisdom about what it takes to be successful in retail. Instead, he offers definitions based on proven and effective methods, which were created by him personally as a result of many years of research, study and first-hand experience.

The book will save you time and despair. Harry is a master of retail and training in the field. But more importantly, he is one of those gifted people who have the unique ability to transfer their knowledge in an easy and very accessible form. He enjoys helping professional salespeople and they enjoy listening to him. Now they can enjoy reading his teachings as well.

By starting with what to do before shoppers enter the store, then by looking at the critical points leading up to the sale, and offering post-sale training, Harry purposefully leads us to what to know in order to increase sales every day no matter what you trade.

Harry wants you to be successful, and in his book he addresses every obstacle that can be, while offering thoughtful instruction and fun to read. He shares his valuable customer experience techniques, introduces key phrases, the right gestures, and effective behaviors to quickly win a customer over to his side. In addition, Harry reveals what the buyer is thinking, what he wants to see and what he wants to be convinced of.

In short, his understanding and explanation of the psychology of the buyer is something extraordinary. Through real conversations behind the counter, moving from simple to complex, Harry explains the essence of effective retail in today's world.

If you read this book, your career will take off. As you will see, you will turn over and over its pages to extract all the gold particles of Harry's knowledge. If you are in retail or any other activity where it is important to be able to influence other people, this book will be for you not just a guide, but a chance to change your life positions forever.

Richard Earhart,
former executive vice president
InterTAN (Radio Shack International)

Sale start

The most critical stage of the sale
maybe its beginning.

Quite little is said and written about the beginning of the sale. It seems that all books and all lectures on retail talk about closing a sale or objection from buyers, but missing out on what I think is the biggest sticking point in retail — the beginning of a sale.

The start of the sale is a combination of science and art. The scientific part consists of what we know from our own experience. Art is your own ability to make existing rules work. A plastic surgeon can correct the shape of your nose (science), but there is no guarantee that your nose will be beautiful (art). Let's first take a look at the facts we know about starting a sale.

People's behavior is based on their reactions

All the negative experiences you get during your life are deposited in your consciousness. When something happens that reminds you of it, you can react to it without even realizing what you are doing. Here are some examples of such cases:

1. The girl fell from her horse at the age of four. Now she is 30 and never goes horseback riding with friends.
2. When I was 16 I bought a Ford car. I spent a lot of money on repairing it, and these payments were given to me with great difficulty. Now I'm 35, and I'm going to buy a car, but not a Ford.
3. As a child, my mother forced me to eat dinner by force - it was fish. Now I don't eat fish.
4. I dived headfirst into the pool and hit the bottom hard. Five years have passed, but I don't dive in pools anymore.
5. I went to the store to buy a suit for a special occasion. The seller did not know the product well, was intrusive and aggressive. Since then, I have disliked sellers.
6. I was buying insurance. The salesperson gave me seemingly good advice, but I talked to a friend and it turned out that this was not the best advice. Now I don't trust sellers. (This is not a bug, think about it.)

My whole theory is backed up by good scientific terms:

• Every reason is followed by a consequence.
• For every action, there is an equal reaction.
• There is a response to every stimulus.

This all fits the start of the sale perfectly.

Backlash from the start

The secret is not to create negative reactions from your customers. How many of you have had negative experiences with salespeople, and how many of you dislike salespeople? This is the question I've asked in thousands of sales lectures and seminars. Every time everyone raises their hands. People don't like salespeople. (Are you happy to know that people don't like you without even knowing who you are?) Here are some reasons why salespeople don't love:

1. Buyers can't find a seller when they really need one.
2. The seller gave the buyers something completely unnecessary, or sold the wrong product.
3. The seller is too slow or too hasty.
4. The seller knows too little about the product.
5. The buyer needs to think in order to make a decision, but the seller rushes to buy.
6. The seller does not perceive the buyer as a person.

I am ashamed to admit, but some of these examples are quite true and are confirmed every day in the retail sector. You don't need to be qualified or licensed to find yourself on the sales floor and turn people's lives into chaos and make it even more difficult to start a sale. Now your job is to overcome the resistance you have and get the opportunity to establish relationships and sell the product.

The first task at the beginning of the sale is
overcome resistance

What happens when a salesperson greets a customer and negative feelings towards the salesperson accumulate in their head? Can you predict the reaction in 90 percent of these contacts? You can, and it will turn out to be "no, thanks, I'm just watching." It's amazing how many salespeople hear, but don't even try to "get around" this answer. I am not saying now what to do if you have heard this. It's about how to avoid such a reaction from the outset. I was in the store recently. One of the salesmen asked, "Are you looking for something specific or just looking?" And we're also talking about not sleeping at work! I felt an irresistible desire to lubricate his face and advise him to wake up!

Establish personal relationships
not a seller-buyer relationship

Personal relationships are the exact opposite of what I call "clerkism." Think back to your last store visit. What kind of relationship did you have with the seller? Or do the following exercise: Make a list of stores and list the names of the sellers you come back to over and over again because of personal relationships and amazing service.

This entire process starts with the start of the sale. Spend a few extra minutes and you will have a customer who will not only appreciate the process itself, but will also be able to buy many more products.

Techniques used at the beginning

If your greeting to a customer is businesslike, you will get backlash like "I'm just watching" or something like that. Most strikingly, in most cases, customers don't even know what words they are saying. This is a spontaneous response, but buyers know it works. With its help, you can drive the seller away, and thanks for that.

I'm sure you will agree that it would be great if we had the opportunity to approach the buyer, be helpful to him and ask: "What can I do for you?" or "How can I help you?" Guys, the truth is that it only works ... in three out of ten cases and only with those customers who know what they need, or those who go to McDonald's. But if you want to sell to the vast majority of people, with with whom you communicate in the store, then know: they do not really need what you have. Thus, the number one rule for starting an initial conversation is:

"The techniques used in the beginning should have nothing to do with the business."

You should not read this book any further until you understand that at the beginning of a sale you cannot talk about business. Otherwise, it will be about the same as if a neon sign lights up on your forehead: "Don't trust me, I'm a salesman." If your initial business-oriented techniques may not be effective, then the well-known and most commonly used and described "product approach" technique may not be effective.

The commodity approach is ineffective and primitive

My brother called me and told me about buying a tennis racket for $ 500. I thought that such a purchase was only good for idiots. I myself do not like tennis, and from my brother's stories it is difficult for me to understand the essence of the game, especially since he is not a great player. I am a diving hobbyist and needed a new mask and snorkel, so I headed to the sports store looking forward to my purchase. What do you think I saw on the scoreboard in front of the store? You guessed it - a tennis racket. Now guess which one? You are right again - the one for $ 500 that my brother bought. While I was wondering if this racket has a motor or some built-in devices that make the game easier, the salesman came up to me and said: "They just arrived. Are they beautiful? I am sure that regardless of your level of play, it will help you win." ... What do you think I thought of? "Fuck off, idiot. I don't need a racket!"

A very talented clerk in a Florida jewelry store told me about the first time she walked into the trading floor, leaving her job as a clerk. She noticed the man who had entered and prepared to start the long journey of her first presentation. The visitor was clearly interested in the ring display at the front of the store. She approached him and began the conversation with the words: "I see you are interested in our magnificent rings." What did he answer? "No, I'm a carpenter. I was told this window needs to be repaired."

First, how can you determine what visitors want and why they came by simply observing what grabbed their attention or which showcase they would stop at? Secondly, it is very impolite to simply not say hello to someone who has come to your store, in which you personally spend most of your life, before starting a presentation. The commodity approach is for the lazy. It does not help establish relationships, but rather destroys them.

However, if you only want to sell to two or three out of ten customers who enter your store, use this technique because there will always be two or three who know what they want and won't let you stop them no matter how hard you try.

Here are the five most worst questions at the beginning of the sale:

1. Can I help you? (How could I help you?)
2. Are you looking for something specific?
3. May I answer your questions?
4. Do you know about our sale?
5. This item has just arrived. He's great, isn't he?

After reading the customer service rules outlined in the previous chapter, you learned how important it is to “reveal” the customer and bring them into conversation. Thus, rule number two at the beginning of a sale is:

"When starting a sale, ask questions that will keep the conversation going."

Face-to-face conversations are key to overcoming resistance. Short and quick phrases will get you nowhere. Have fun, make your questions interesting. And don't forget that your initial greeting should be in the form of a question.

Fifteen years ago, a woman entered the store with a baby in a stroller. You might think I said, "What a lovely baby!" Sounds good? Nothing like this. This is not a question, and such a phrase will not help you overcome possible resistance. I then said the following: "Adorable child. Where did you get it?" I know you might laugh, but the truth is that I used this technique then and continue to use it to this day. And there is always a great reaction to him.

This is not necessary, but it is better to ask questions that cannot be answered "yes" or "no". Stay away from closed questions. Try using words such as who, what, where, when, why, or how.

Closed question
Seller: IN mall still many people?
Buyer: No.

Open question
Seller: How is it with people in the mall?
Buyer: Well, when I was here in the afternoon, it was a real zoo. But then it began to slowly dissolve and ...

Have you ever wondered why a customer says the phrase "I'm just watching" after being asked, "How's the weather outside?" Simply because predictable and uninteresting starting questions are not a sufficient condition for a personal conversation. Therefore, the third rule for starting a sale should be:

"Opening phrases should be unique, sincere, or unusual enough to keep the conversation going."

This is a difficult and pervasive problem, the solution of which separates clerks from professionals. I think now I can explain how to do this.

People consider shopping to be either fun or an intolerable burden. In any case, they do not leave them indifferent. Isn't it great to create an atmosphere in which your customers can have a good time and spend a lot of money? I believe that you control the entire presentation process and understand how much its quality depends on the techniques that you use at the very beginning.

If the conversation with the customer was a simple matter, everyone would easily enter into it, and there would be no need for this information. However, people find it difficult, if not almost impossible. This is partly because they don't want to take the time they need to get the job done. In addition, salespeople seem to forget how they behave when they are not at work. You cannot succeed if you are one person in life and another on the trading floor.

In rule number two, I talked about using questions to start a conversation. The third rule is to be unique, sincere, and unusual. While these guidelines are good enough, I can never teach you your initial tricks, which in retail are fingerprints like a manifestation of your personal uniqueness.

Humor became my style. For many years I have joked with those with whom I met, or tried to make people laugh in everyday life. The Friedman Group vice president, Marlene Cordry, worked for me in the trade many years ago. Her style is "I'll get you, my expression is so benevolent and non-aggressive that you can't resist and let me talk to you." All people are different. You, like a singer, must develop your own style that suits and suits you personally. At the end of this chapter, you will find 42 starting tricks that have been used many times and have proven effective. The only reason I don’t guarantee them is because only you can breathe life into them.

The first steps

The secret word at the start of a sale is "little chat" or "schmoozing". I'm not sure, but it seems to be Irish. Do not think that since it is "small", it means that it matters little. The very concept of overcoming resistance and building relationships with your customers is best described as a little conversation. Every time I mention a little conversation in this book, I mean using all three rules for starting a sale (non-business approach, questions, uniqueness). And remember, if you have this conversation, you will never lose.

Please do not miss this information, because it is really important. The quality of your initial dialogue with the customer determines the subsequent presentation, and if this dialogue fails, you don't have to worry about anything anymore, because either you don't "talk" to your customer, or you have to "pressure" him, or (God forbid ) you will lose control.

Starting a sale is a non-verbal and verbal process

Surely you have had cases when you approached a customer without uttering a word, but still heard: "I'm just looking." "What have I done?" - you thought to yourself. It's just another proof of the buyer's resistance to the seller.

How about a situation like this: you are displaying an item in a storefront while there are two or three other sellers in the store. Who is the buyer for? Of course, to you. Why? Because you are busy and you don't have to "push" or act aggressively. Customers have a presentiment that they can interrupt you, get their questions answered, and walk away safely.

Violation of the buyer's personal space

When shopping, people want to enjoy freedom. They need it. Already your approach to the buyer can be perceived by him as a violation of personal space. Three events can take place:

1. The buyer moves in the opposite direction to avoid contact.
2. The customer shows a negative reaction (“I'm just looking”) even before you even say a word.
3. The buyer tells you what he needs or asks a question.

The space in front of the buyer is perceived by him as personal, and any approach is considered an intrusion. You can greet a customer by crossing this space or walking parallel to the customer. The main thing is to try not to stand in his way. Of course, you may think that I am an eccentric, and this is true, but after trying this technique, you yourself will believe in it.

"Passage with a turn" for 180 degrees

When approaching customers, hold something in your hands. This will give the impression that you are thinking about something else and do not intend to push them against the wall and take money away. The main part of a sales start strategy is to always seem busy.

The best technique I have developed is the 180-degree swing pass. To do this, you need to go to the buyer, tell him: "Hello" or "How are you?" - and pass by. Then, after taking three or four steps and moving back to a "safe" distance, turn around, give your face a puzzled expression and say something like, "Can I ask you a question?" In most cases, the buyer will turn to you, take a few steps towards you and say, "Of course." Naturally, the most a big problem - this is what to ask him a question. It all depends on you, because I cannot provide you with a technique that will suit you exactly and suit your style. What works for me may not work for you. If you are not that resourceful or have difficulty finding the starting tricks, do not despair: at the end of the chapter you will find 42 tricks that you can borrow.

A little workout

You have noticed a visitor entering the store. Take something in your hands and approach it, moving in parallel. Coming closer, smile broadly, greet the visitor and walk by. Then turn around and say, "May I ask you a question?" The buyer answers: "Of course." And you say something like, "Judging by a lot of bags, there must be good shopping offers somewhere. What did I miss while sitting in this store?" More often than not, the buyer will enter into a conversation with you.

For example:
SellerA: Judging by the large number of bags, there must be some good shopping deals somewhere. What did I miss while sitting in this store?
Buyer: Nothing special. I'm just going to a party and bought some gifts.

Now you have to make an important decision: continue to talk or do business? Your guess is correct! Keep talking, of course. An additional 30 seconds of chatter will lead to the fact that the buyer will get rid of the pain, fear and desire to resist, and you can build rapport with him.

Seller: A party! Sounds great. It would be even better if she was in your honor, wouldn't it?

Around and around

Whenever you have a beat-around-the-bush opportunity in a conversation with a customer, use it. Customers love this because it makes them feel special. Plus, it's fun. People are pleased when others show interest in them. No one wants to be treated like "one of the ..." or just like another customer.

Here are some more examples of round-the-bush conversation:

Seller: I noticed you early in the morning when the mall just opened! Have you been shopping for a long time?
Buyer: All day! Relatives come to me, and I want everything to be as it should be.
Seller: Ah, relatives! It's always so troublesome. When do they arrive? .. (And so on, and so forth.)

Seller: What a big box of cookies! Who is it for?
Buyer: My daughter is in college and I am sending her packages.
Seller: Great! You know, I, too, always waited for these packages from home. What college is she in? .. (And so on, and so forth.)

Seller: Looks like you came with the whole family! What is the reason?
Buyer: We have a lot to buy! We have just purchased a new home and want to start furnishing it now.
Seller: Wonderful! All my life I dreamed of buying a house. Where is it located? .. (And so on.)

Seller: I see you managed to get your hair cut this morning.
Buyer: No, I've been looking for new earrings all morning. I got my haircut last week and now my old earrings look bad.
Seller: Great haircut! Why did you decide to cut your hair? .. (And so on.)

Get to the point: the transition

After a short personal conversation, it’s time to move on to the business and address the needs. After much experimentation and study, I found a transition phrase:

"What brings you to our store today?"

It works great, as does the "What brings you to Harry?" or "What brings you to us?" Great question, because it not only implies an answer, but also helps to "reveal" the buyer. Since you want to communicate with the customer and get them to ask, questions like "Are you looking for something specific?" or "Are you looking for (product name)?" - can in no way be effective.

But what if after a short conversation and a decisive question: "What brought you to our store today?" - you still get the answer: "I'm just watching"?

The buyers are very smart. They know exactly how to force the salesperson to leave them alone, and they know how to do it perfectly. Rigid resistance and an icy expression will make any salesperson retire. The best reception is "I'm just looking." Here are 5 of the best ways of all time to end a conversation.

1. I'm just watching.
2. I'm just taking a walk.
3. I just wanted to see what you have.
4. I have to kill time.
5. My husband (my wife) is shopping at a nearby store.

At this point in your presentation, you need to take a sober view of the situation. You made a U-turn, started a conversation, used a transition question, but got hit back. Yes, it happens, and quite often. Customers may not even be aware that they are uttering these phrases. This kind of protection has turned into an automatic reaction and an effective solution to end the conversation with the seller. It touched me myself when one day Marlene Cordry and I walked around the shops of a mall. When the salesperson approached her, she said, "I just have a lunch break." I asked her why she said that, and she was surprised: "What did you say?" Then she admitted that she always used this technique when she worked in the mall. It worked beautifully and became a habit with her.

Salespeople who try to continue their presentation at this point risk making the mistake of trying to be helpful. In response to buyers' defensive reactions, sellers often say the following:

• Let me know if you have any questions. I'll be around.
• In case you have any questions, my name is Harry.

  However, when you say these phrases, the customer hears the following:

  "My name is seller Harry and I will be near where they stand sellers, in case you have any questions to the sellerwho wants only one thing - sell something you don't need. "

Let's face it, buyers choose line of defense because they don't like sellers. To break through this defense, one should not cause more dislike. There is a more acceptable way.

"Distraction"

Reduction technique is used to overcome the buyer's defenses. This method has two parts.

1. Agree that the buyer only wants to see.
2. Exactly repeat the buyer's security phrase, but with interrogative intonation.

Here's how you can use this trick to deal with the five ways to end a conversation mentioned above:

Transition
Protection: I'm just watching.
Agreement: Sounds like you enjoy it.
Diversionary maneuver: What are you looking at?

Transition: What brings you to our store today?
Protection: I'm just walking.
Agreement: I also like to walk.
Diversionary maneuver: And what is the purpose of your walk?

Transition: What brings you to our store today?
Protection: I wanted to see what you have.
Agreement: Well!
Diversionary maneuver: What would you like us to have? (At these words, you need to smile very broadly.)

Transition: What brings you to our store today?
Protection: I'm just killing time.
Agreement: We all need more time to kill him.
Diversionary maneuver: What are you looking for while killing time?

Transition: What brings you to our store today?
Protection: My husband is shopping at a nearby store.
Agreement: So you are on your own for a while.
Diversionary maneuver: What are you looking for while he is busy shopping?

You will be pleasantly surprised at how this technique works! In most cases, the customer will "open up" and you can begin to clarify needs. However, I want to warn you: the question "What brought you to our store today?" is inquiring and works like a transition after just a little chat. Used as a starting point, it sounds like "Can I help you?" and is unlikely to help.

When, after a conversation and a diversionary maneuver, you hear "I'm just looking" for the second time, all you have to do is hand the visitor over to another salesperson or (if you have the courage) move on to a playful detour.

Retreat

Life is such that some customers may not like your appearance, color, height, weight, the way you talk or move, or the resemblance to their creepy uncle Louis or equally creepy Aunt Alice. All this is beyond your control, and after the second "I'm just watching" you should say "Very good" and leave. Pick another seller who is outwardly completely different from you, and entrust this buyer to him.

A playful flanking maneuver

I hate losing a sale, so I devised a few tricks in case the second time I heard, "I'm just watching."

When I ask, "What brings you to our store today?" And they answer, "I'm just looking," I use the following technique. "Great!" I say. "What do you want to see?" The buyer replies, "I'm just looking." Then I bring him to a product with a price tag that says "I'm just looking" and has a discounted price. "You're in luck! - I say. - We have a discount on that today!" Or I bring them to the poster "Since March 1, 1992, just watching is a legal act."

One of my favorite memories of how I "broke through the defense" is an incident that happened to me when I was working in a jewelry store. I was in the hall, and at that moment an elderly lady entered the store. I have no doubt you have seen such. Her hair was dyed blue, and on her shoulders rested a fur boa, you know, this one, with an animal face and glass eyes! Apparently, the lady drank for two, or even three weeks in a row. I was confused, not knowing where to start. What should I tell her? Then it dawned on me, I went up to her and asked: "What would you like to do right now?" "Dance!" She replied. I put my arms around her and we began to move through the store to the rhythm of a waltz. I hummed softly. She turned out to be a pleasant old lady who liked attention. My next step was the only possible one when dancing with a tipsy old woman with blue hair. And I asked: "What do you need to become even more beautiful than now?" "Earrings," she replied.

I waltzed her to the window with our most expensive pearl earrings, worth about $ 500. Then he took out a pair and asked her to try it on. "But this is against the rules. Earrings cannot be measured," she said anxiously. The point is, it was never against the rules. It's just that the sellers are too lazy and do not allow buyers to do this: according to hygiene requirements, after trying on, the earrings must be wiped with alcohol. I could say all this to my client, but I wanted to keep her excited, and I whispered, "I know, but let's break the rules!"

It all ended with the fact that I sold her this pair, and she left in a great mood. The postscript of the story is this: it turned out that she was on a bus trip with fifty similarly blue-haired elderly ladies who were even more drunk than she was. On that memorable day, our revenue was the same as we usually received in a year.

This "frivolous" approach is very funny, but I want to warn you: if you are not sure that you can do it, then you better do not. It is enough to transfer the buyer to another seller.

When the buyer starts talking

People feel more comfortable talking to someone who is really interested in the topic of the conversation. Getting the customer to talk is much more important to you than having the conversation yourself.

The longer the buyer talks to you, the more relaxed he feels with you as a person and not as a seller. Think back to the last party you met someone for the first time. Most likely, you liked those new acquaintances who, when asking you questions, showed a visible interest in what you answered. It's the same with buyers.

Your comments must be personal

There are a few things to watch out for to personalize your comments.

Children

When customers come with children, you have an obvious topic of conversation. What parent doesn't like to talk about their child? Don't be limited to just how smart their child is. Ask how old he is, if he always stays like this good moodwhether he sleeps all night long.

Note that the child already speaks well, can do a lot and his mom (or dad) uses a very comfortable stroller. Warning! Don't try to guess the sex of the baby - you're wrong half the time.

Special clothing

If a customer is wearing a jersey with a college or sports team logo, ask if they attended the college, what campus was there, enjoyed yesterday's game, or what they thought of the team's performance this season. Don't voice your opinion about the college or the team. As my grandmother used to say, "dance to the music played by the customer."

Cars

If you see which car the buyer arrived in, you can safely say that the car is new, old, unusual or expensive. We are all proud of our vehicles and most buyers would be willing to talk.

news

What events, interesting or exciting, are taking place in the world? What almost everyone knows about? Use the latest crisis, space exploration, a foreign delegation visit, a volcanic eruption, or an earthquake as a starting point. However, when choosing news, consider that it does not cause controversy. Discussing a scandal involving a mayor or other political figure can be risky for some buyers.

Holidays

Most people make plans for the holidays, whether it's a three-day vacation, dinner with relatives, or just a Sunday break. If a holiday is coming up, ask buyers about their plans. If the holiday has just ended, ask how they celebrated it.

If you don't know what to do

Often people come to your store with whom you do not know what to talk about. To always be ready to start a conversation, prepare a few universal techniques... The more options you have, the better.

A Hundred of Your Own Tricks

Sit down and make a list of about 100 of your own conversation starters. If you have any difficulty, here is a list of 42 starting tricks that you can use as a hint, because no one can figure out your tricks for you. You must do this yourself, as it may not be very comfortable for you to pronounce what others have come up with.

1. We want to put a new carpet here. Which of these samples do you like best?
2. (Walk by holding several small boxes.) Could you do me a favor? Correct the top box, please. You know, if one falls, then all will collapse.
3. Hello guy. I will die if I don't hear a new anecdote. Will you tell your favorite?
4. I want to invite my wife to a fish restaurant. Could you recommend one to me?
5. I noticed that your daughter's ears are pierced. I also have a girl about her age. How did she get the surgery?
6. I see a jacket with the name of a rock band on you. Were you at their concert yesterday?
7. May I ask you? Do you think women prefer to get candy or flowers on Valentine's Day?
8. I noticed you left the barber shop. Which master do you have a haircut?
9. Today it's very hot. Would you like to drink something cold?
10. Your bags are very heavy. Would you like me to hold them while you look around here?
11. I overheard you and a friend discussing the new film. I also want to watch it. What do you say about him?
12. Could you do me a favor? My mom wants to have a photo of her son at work. Could you take a picture of me behind the counter?
13. Do you have a new version of this game?
14. I noticed your shoes. Are they really very comfortable?
15. I just purchased new coloring pages! Don't your kids want to do them?
16. What do you think of the hat I'm wearing?
17. I am planning a vacation. Where did you get so wonderful tan?
18. Your baby speaks so well! Does he go to school already?
19. Cool haircut! Where did you make it?
20. How does this school's basketball team play in the new season?
21. I noticed you arrived in a Honda vehicle. Do you like this car?
22. Have you heard what happened in the city court?
23. Are you glad the weather forecast for today is wrong?
24. Taxes have to be paid soon. Do you do it in advance or do you delay until the last?
25. Twins! Twice the hassle, twice the joy! How old are they?
26. How did you celebrate yesterday's holiday?
27. What a gorgeous dress! How long do you think it took to sew on all those sequins?
28. You have a wonderful French braid. How long did it take?
29. Someone was at McDonald's today! Do your kids keep begging for McDonald's too? Mine are asking.
30. It is impossible to believe that it has not rained for so long. Have you already started storing water for future use?
31. I see you are wearing a "Laker" s "T-shirt. Do you think they will win the playoff?
32. I spent the whole day in this store. What do you hear about the launch of the "shuttle"?
33. Three days off are coming. How is the traffic on the street?
34. Great tan! Is your skin color like this or just got back from vacation?
35. The lottery draws $ 62 million. Have you already bought your ticket?
36. Did you watch the broadcast of the Grammy Awards last night?
37. Oh, are they new skis? Where will you try them?
38. You bought so many books from the bookstore. What kind of books did you buy?
39. May I get your opinion? A customer has just ordered this model. Do you think we should order it too?
40. Lord, plaster! What's wrong with your hand?
41. Six children! Are they all yours?
42. We have a little argument here. When do you think we'd better hang up holiday decorations in the store?

Working with two buyers at the same time

What happens if there are more buyers than sellers in a store? In such situations, especially in shops selling small and expensive items such as jewelry, you should take safety measures. You simply cannot physically deal with two customers at the same time.

However, let's imagine that you are working with a customer. A, and at this moment a customer enters the store B... You must greet the buyer B, otherwise he may leave, which already leads to the loss of the business. Besides, it's just plain impolite. However, your main target is the buyer A.

Verbal contact

What to do to avoid making the buyer angry A? This must be done with care and love. You ask the buyer A: "Do me a favor", to which he always answers "yes".

"Could you wait a minute for me to say hello to that customer? I'll be right back. Do you mind?"

Buyer A will surely answer with consent, which means that he concluded with you agreement and promised to wait.

Then you come to the buyer B and say, "How are you? Could you do me a favor?" This greeting is both the first step and gets Buyer B into verbal contact. He looks at you in confusion and thinks, "I don't know if I want to do you a favor. I just walked into the store." However, out loud he will always say yes.

Now you say, "Could you wait a minute? I'll finish with that customer and be completely at your disposal. Do you mind?" If the buyer B answers with an agreement, which happens quite often, which means that he enters into a conversation with you. He won't go away. Buyer B will stay in the store because I promised you.

Understandably, some customers will say, “No, I have to go,” or “I'll go to a nearby store and come back later,” or something like that. But most will say yes.

When you are trying to deal with two customers at the same time, using verbal contact works well. The seller serves the buyer A... Customer B enters the store. The seller turns to the buyer B and says: "I will come to you soon." Then he turns to the customer again Abut the buyer B leaves soon.

Now let's go through the verbal contact scenario again:

First option

Seller: We need your banking information. Here.
Buyer A: I always hated filling out these forms.
Seller: Oh, I understand you. (Buyer notes B.) Could you excuse me? I want to tell that gentleman that I will soon be at his disposal. Do you mind?
Buyer A: Of course.
Seller: Thank you. (Sent to the buyer B.) Hello, could you please do me a favor? I am already finishing with that lady and in a minute will be at your disposal. Do you mind?
Buyer B: Good.
Seller A.) Your signature here will be enough.

Second option

Buyer A: I think this tablecloth will suit my sister for a party.
SellerA: Based on what you told me, I'm sure this is the perfect choice. But won't you excuse me? I want to tell that young lady for a second that I'll come over as soon as we are finished. Do you mind?
Buyer A: Of course.
Seller: Thank you. (Goes to the buyer B.) Good day! Will you do me a favor? I’m just finishing with that lady, and I’ll come over to you in a minute. Do you mind?
Buyer B: Good.
Seller: Thank you. (Returned to the buyer A.) I'll just write your driver's license number on the check - and you can go to the party!

Verbal contact “works” because you ask people for a small favor, but very politely. I bet you will get great results the first time you use it.

How do you get started?

Starting a sale can be the most important part of the selling process, determining the entire flow of your presentation. By starting the sale correctly, you can reduce resistance and expand your options when you ask clarifying questions. Ask yourself how effective you have been in this area before, have you thought through your behavior well?

Were your initial tricks fun, interesting, and smart? Have you built a personal relationship with your customer? Did you start selling well, working with children and adults, men and women, couples and groups? If you take the time to jot down the 75-100 start-ups, you will be arriving at the checkout much more often than before.

Important thoughts and key tricks

• To effectively launch a sale, use a good starting trick and avoid clichés like "Can I help you?"
• As a rule, the number of buyers who are really "just looking" is very small, so it is wiser to never trust a buyer who is "just watching".
• The product approach, in which you greet customers and talk about the product they looked at as soon as they entered the store, was initially very good, as it allowed sellers to show the product almost immediately. Today, this approach is out of fashion and ineffective.
• Your goal is to avoid a buyer-seller relationship and instead develop a personal relationship that is much more beneficial.
• Two key points at the start of a sale: (1) break the internal resistance that buyers have against sellers, and (2) establish a personal relationship, not a seller-buyer relationship.
• If you introduce yourself as a seller, you risk causing a negative reaction from buyers. You should definitely avoid behaviors that traditionally generate negative reactions from buyers.
• Effective start-ups have nothing to do with business. It is best to use new, unusual, or clever questions that encourage the buyer to start a conversation.
• Avoid questions that can be answered with monosyllabic yes or no answers because your chances of continuing the conversation are diminished.
• If you usually start the selling process too quickly, try to slow down. The product will not go anywhere, nor will the buyer. Today there is no place for clerks who, by asking the usual questions, “skip” the start of a sale or lose those sales that could have taken place if they (clerks) had spent time developing effective initial techniques.
• Be very careful about compliments as they can turn against you. And if you're complimenting a customer's clothing, make sure the clothing is really fancy or smart.
• People feel more comfortable talking to someone who is genuinely interested in what they are saying. Getting the customer to talk is much more important to you than keeping the conversation going.
• Use any theme to personalize your comments about an individual customer. For example, pay attention to the buyer's children, his car, or talk about news and holidays.
• No one will come up with the initial tricks for you, you need to do it yourself. They must become yourbecause you may not be comfortable saying words that others have invented. Dedicate as much time to developing your initial techniques as you spend studying your products.
• To overcome the resistance of the buyer, do not go directly to him, but consider how to approach in a friendlier and less threateningly... Assume the customer doesn't want you to violate their privacy, so try not to approach them directly. Use a U-turn pass instead.
• Buyers are attracted to busy salespeople because they think they won't be "pressured" or that they can get a quick answer to their question. So try to always seem busy.
• The most effective way to go from starting a sale to asking for needs is to use a transition question to ask a customer why they ended up in a store. For example: "What brings you to our store today?"
• To find out if the customer is really just looking, you can try a "workaround". When a customer says, "Just watching ...", say something like, "Awesome! And what exactly do you want to see?" And that will remove the protection.
• It is imperative that you spend some time establishing contact with a little conversation. Just walking up to a customer and saying, “What brings you to us today?” Will not break the resistance.
• If you have gone through all the steps and the second time you hear: "Just watching ...", transfer the buyer to another seller. Sometimes that seller will be able to get the buyer to "open up". This is not your fault and there are other customers in the store.
• When serving two customers at the same time, use verbal contact. Ask the buyer A do you a favor, to which he or she will always agree. "Could you wait for me to say hello to that customer? I'll be there in a minute. Do you mind?" You will surely hear "yes" from the buyer A... Buyer A concluded with you agreement and promised to stay.
• The beginning of the sale is the most important part of the entire sale process. Getting started effectively can help you break down resistance and empower yourself when you ask clarifying questions.
• If you take the time to write down 75-100 initial tricks and practice them, you will be going to the cash register more often than before.

Hello! In this article, we'll look at the essential customer acquisition phrases that drive sales.

Today you will learn:

1. Why is it so important to use the right words when talking to a client.
2. Examples of striking phrases that will grab the attention of buyers.
3. How to conduct a dialogue correctly.

The importance of the words of the first dialogue

Every person who sells any product or offers services knows and understands the importance of the first dialogue. It is precisely because of how quickly the seller will earn the buyer's trust, determine his needs and help with the choice, the level of sales depends, and, accordingly, his salary.

In practice, it turns out that getting the customer's location is not so easy. Surely everyone has found themselves in a situation when you go into a store, for example, for shoes. At the same time, you yourself do not know what you want, but at this moment the seller comes up and says the hackneyed phrase "What interests you?" At this point, most of the buyers immediately answer, "I'm just looking," and leave the store.

In this case, the seller made several mistakes due to which he lost the client. But if he was not so intrusive, showed creativity and earned your trust, then perhaps you listened to him, and he helped with the choice, after which you would buy shoes from him.

There are situations when well-written phrases for the store help to increase the amount of goods sold. In this case, you have to come up with slogans and interesting expressions, spread. Their goal is to interest the client and make them learn more about your offer.

The main goal of customer acquisition phrases is to grab attention, gain favor, and build trust.

The main mistake many sales managers make is trying to sell a product right away. This technique rarely works, so the level of sales of such people is not very high.

How to use phrases correctly

Many managers mistakenly believe that salespeople should devote maximum time and attention to each customer. As a result, they get a result that they did not expect at all.

Example. The call center receives calls from customers and operators are obliged to communicate with customers as politely as possible, to try in every possible way to increase the call time and offer the maximum number of products.

The managers believed that thanks to this, the caller would like this attention, and he will acquire the maximum number of products.

In practice, this backfired. A queue was formed among the callers, after which complaints followed that it was very difficult to get in touch with the operator. In addition, during the "sugary" conversation, the client had a double impression of the company that wants to "sell" a lot of products "jumping on its hind legs for this."

In order to really, you need the basics of correct and effective communication with clients. At the same time, it does not matter if you sell the product by phone or communicate personally with the buyer.

We have developed a small instruction by which you can train your staff without any problems.

Step 1. Learning to classify people

You must explain to your employees that there are different types of buyers. One can impose some kind of product, while others cannot. One category of people is led to some phrases, and the other to others. Therefore, it is very important to divide buyers into categories.

There should be no more than 5 of them, otherwise it will cause confusion among the employees themselves.

We offer the following classification:

1. Girls Are people who have been advised of one particular product. They don't want to listen to the advice the salesperson gives them. They came (called) to buy one specific product. There is simply no point in offering them something else, they will refuse.
2. Guys Is a category of people who do not fit into other categories.
3. Engineer- buyers who know exactly what they want to buy. They name the main characteristics of the product or a specific model.
4. Lord - a person who communicates with the seller in a technical language, in terms of numbers. He knows which brand or brand he needs, but cannot decide on a model.
5. Madam - people who speak the language of emotions. They want to buy something stylish, beautiful or exclusive. We decided on a brand, but did not choose a model.

It is important to understand that the "girl" can be both a representative of the stronger sex and a nice lady. Categories of clients are not tied to a person's sex, social status or age.

Step 2. Before proposing something, let the client speak

In no case should the buyer be immediately "attacked" with his offers. You must understand what exactly he needs. To do this, you need to give the client an opportunity to tell why he came or called.

It was experimentally found that a person needs 72 seconds to voice his desire and express himself. This is an average figure, so it is worth considering that some people may need more time and others less.

After you listen to the client, you can enter into a dialogue. What exactly to say you must understand based on which category the buyer belongs to.

for example, "Guys", after they have expressed themselves, you need to say: "I can offer a slightly more expensive option, but it will be cooler."

If the client is a "girl" or "engineer", then you are required to listen to them, accept the order and fulfill it. Any of your suggestions will be rejected in any case.

For "lady" the following is suitable phrase: "I can offer a model a little more expensive, but it is more luxurious than the previous version".

And the "master" will appreciate the remark: " There is a little more expensive, but this is a great professional model».

The most promising clients are "Mr." and "Mrs." It is with them that managers need to work.

By implementing such a customer classification system, you will quickly see how effective it is.

Background phrases and common examples of words that are used when working with a client

Regardless of what exactly you are selling or what service you offer, the client needs to feel your sincerity. At the same time, you need to behave outside the box, be creative and start a conversation not with an advertisement for a product, but with a simple conversation with a customer.

It is important not to attack the client and try to lay out as much information as possible in the shortest possible time.

First you need to ask interrogative questions, thereby you identify the needs of the client:

• "Which shade of this model do you like best?"
• “A very convenient and practical thing! Don't you think so? "
• "Why did you choose this particular model?"

After questioning behavior, you need to change tactics and clarify the situation with the following best phrases:

• "It seems to me, or you doubt that ..."
• "Tell me, I understand you correctly ..."

Very often the client needs the advice of the seller. At this point, you provide support and assistance with the following words:

• “If I were in your place, I would not hesitate for a minute”;
• “I am 100% sure that you will not regret your choice”;
• "You have very good taste."

In the event of any difficulty, you must take a position of understanding. After the client voices his problem, you need to answer something like this:

• “I understand you very well, because my friend also faced a similar problem. But she found a way out ... ";

In their work, salespeople, managers and all people who want to get a buyer must remember that in their work you cannot use the phrase "Are you interested in something?"and use a crushing gaze. The buyer automatically replies negatively and leaves.

Bright phrases, as well as advertising replicas that perfectly attract the attention of customers

Often, it is non-standard phrases that help sales agents find new customers. Most often, such phrases are of an advertising nature. But don't be afraid of them. Here are some of the most successful expressions.

Phrase	Her goal
"Have you already become a participant in our action?"	The client gets interested, he starts asking questions himself and a dialogue is quickly struck
“If you recommend our store to your friends, then you will receive bonuses that can be used on your next visit. What do you think of it?"	This phrase encourages the client to advertise your business and make purchases in the future.
“If you need to consult with your soul mate, you can do it right now. What phone number to dial? "	This statement will allow you to keep the customer and will help ensure that the purchase will be made from you, and not from a neighboring store, for example
"May I consult with you?"	Thanks to this question, you achieve the client's favor, after which it is easy to establish an open dialogue
"Now I will name the total amount, which includes all discounts."	Hearing the phrase, the client understands that bargaining is pointless and the price is final, therefore he does not ask any more questions related to the price
"I understand you correctly, do you want to purchase a high quality product for the lowest price?"	By asking this question, you show that you are interested in the customer's needs.
“Soon we will be holding an interesting event. Reserve a place for you? "	Promotional phrases like these are appropriate if you are offering an expensive product. At such events, customers get to know brands and do not feel the obligation to purchase anything.

Conclusion

The secret of a professional salesperson is that he knows how to choose the right moment when to approach a client and offer his help. At the same time, he selects the right words that show his sincere interest.

Do not be afraid non-standard situations and improvise more often! We are sure you will succeed!

Whether you are selling in a retail store or over the Internet, the art of communicating with a prospect is essential.

For Internet sales it's basically a phone sale.

It is important to ensure that the impression the salesperson makes on others are good. And if in retail this impression is determined primarily by the appearance of the seller, then during a conversation on the phone it is very important what and how you say, in what tone and with what mood.

Buyers should always be able to know who served them well or poorly. In retail, this is indicated by a badge with the name of the seller, when telephone conversation it is customary to introduce yourself at the very beginning of the conversation.
Often, salespeople and managers are simply terrified of a reaction like “No, I'm just watching” or when a cold call “We don't need anything”.

And this is natural if the seller starts the conversation with the phrase: “Hello, you did the right thing to come to our store. We have the best assortment, great prices. Here you will definitely find everything you need and you will be pleasantly surprised by our prices. By the way, what do you choose? Come, I'll help you ... ”then the buyer will most likely run away from such a store.

In sales, those phrases are effective that, firstly, sound sincere and natural, and not far-fetched and stereotyped, and secondly, the first words of the seller should be about the client, not about himself, his store, product, service, etc. .d.

When working out algorithms for working with clients for Sales Departments, you should always listen to how sellers communicate with a client. All new phrases must necessarily be natural for employees, otherwise they simply will not pronounce them or refuse to use them.

The most valuable words and phrases for attracting attention are in live speech and are found in direct communication with the buyer.

To establish contact with an interlocutor - both personally and by phone - you need to understand that “attracting attention” does not mean selling. This means getting the right and the opportunity to exchange information with a potential buyer. If you follow this principle, then no one will try to "cram" into the first phrase as much information as possible about everything - about yourself, about a company, about a product or services, the dialogue becomes more natural and does not scare away a potential client.

Examples of customer acquisition phrases

Typical statements depending on the function of the seller

Interrogative behavior (to identify the buyer's need):

• What color do you like best?
• What do you think of this thing?
• A handy thing, isn't it?

Explanatory behavior:

• It seems to me that you doubt that ...
• Do I understand you correctly ...?

Help and support (dispel doubts, overcome internal resistance; if necessary, calm down):

• If I were you, I would not hesitate ...
• I am sure you will not regret it ...
• You have great taste ...
• It suits you very much ...

Position of understanding (listen carefully to say at the right time):

• I understand you perfectly. My niece (sister, brother, girlfriend) has the same problem. They found such a solution (a suitable product is offered) ...
• Why would you waste extra money? Take this model here. And fit more and save ...

Please note that the list of typical sayings is missing the classic: "What interests you?"

The seller needs to clearly understand the basic rule - the buyer must first become interested in the product. That is, the seller is obliged to feel when the buyer needs help, to understand when his gaze is fixed on a certain product (or when he took the product in his hands), and only then to approach it. Without clear confidence that the client has a question, you should not approach him and offer your help.

The intrusive phrase "What interests you?", With demanding, impatient intonations in his voice, scares people away from your store. In the future, they are unlikely to want to go back to where such obsessive sellers are.

Nothing damages the store's image more than "heavy" staff that puts pressure on the customer.

Unsuccessful and tactless replicas of the seller

Seller responses -\u003e Psychological reaction of the buyer (hidden or explicit)

• What are you interested in? -\u003e What's your business? How do I know what interests me?
• Can I help you? -\u003e Do I look like a wretched man? Can't handle it myself?
• Show you something? -\u003e Am I blind? I won't see it myself?

• What you need?
• What do you want to watch?
• What will you buy? -\u003e Am I in the store or under interrogation by the investigator?

• Have you already chosen the right product?
• Found it already? -\u003e And I'm not in a hurry! If you have no time, then I can go to another store.

The professionalism of the seller is to clearly feel the client, his needs and requests, to be able to present the goods on time, to guide the buyer through all stages of the sale.
Remember that the better you take care of the comfort of your customers, and will not annoy them like annoying flies - the more profit they will bring!

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Checkout lines are a problem for many retail store owners. Customers complain, leave, abandon purchases without paying for them, and you can be sure: now they are unlikely to return to your store. But don't despair! The Internet magazine "Business.ru" provides several basic rules for "dealing" with queues at a trade enterprise.

Losing patience: why are queues so bad?

British researchers have calculated: the average European resident spends an average of about a year in store lines! Also, according to public opinion polls, more than 40% of modern buyers admit that it is the presence of a queue in a store that can become a good reason to “pass by” a trade enterprise and change your intention to make a purchase there. IN modern societyWhen each of us counts every minute of time, waiting in line is a heavy burden for each person.

Professional automation of retail inventory. Organize your store

Take control of your sales and track indicators for cashiers, outlets and organizations in real time from any convenient location with an Internet connection. Form the needs of points and the purchase of goods in 3 clicks, print labels and price tags with a barcode, making life easier for yourself and your employees. Build a customer base using a ready-made loyalty system, use a flexible discount system to attract customers during off-peak hours. Work like a big store, but without the cost of specialists and server hardware today, starting to earn more tomorrow.

Almost 90% of the people surveyed admit that they prefer to avoid visiting stores where the number of visitors standing in line seems to them significant. The savvy retail business owner should be aware of the importance of minimizing queues in their store, or minimizing congestion at the checkout or department. Nine minutes in line is enough for the average customer to change their mind about making a purchase in the store! What follows from this? - If you want to lose your client - “save up” queues!

It turns out that a line of three people is psychologically comfortable for any customer, and anything larger will cause negative reactions from customers. This means that any accumulation of buyers above the norm of three people requires intervention. A long wait at the checkouts causes complaints and dissatisfaction of customers, they leave the store without waiting for their turn and without paying for the purchase, which means that you can be sure: a person who values \u200b\u200bhis time will not return to this store.

Queues for each of us always cause negative associations, and since there will be fewer and fewer buyers to visit your store due to constant queues, the loss of turnover will become more and more noticeable. Experts advise to calculate the optimal number of cash registers for customer service based on the calculation - one cash register per 150 square meters of store area.

In order to competently "fight" the consequences - queues at a retail store - first you need to understand the causes of their occurrence.

Reasons for queuing

An experienced marketer will be able to identify the cause of the queuing easily, as there are several main reasons.

• Poor service quality

As you know, the largest queues in stores appear in the evening, when most of the customers rush to the stores to make the necessary purchases. It is during these hours that a significant number of customers accumulate at the cash registers, most of whom are in a hurry. The "unhappy" cashier can be seen with the naked eye: fast service he is not interested in customers of the store, he carries out all operations slowly, as if reluctantly. Naturally, visitors to your store will not be satisfied with the quality of such service, which means they will not want to return here again. If the cashier of your store is elderly, then it is natural that he will be slower to serve customers than a young employee.

Also, the reason may lie in the fact that the cashier is a novice employee of a trade enterprise, and operations with the cash register have not yet reached automaticity. To work at the checkout, it is necessary to choose stress-resistant employees who will be able to work with any queue, will be able to find a common language with each client, and will fulfill all his requests. In any case, the speed of service at the checkout directly depends on the quality of the cashier's work, and therefore this aspect should be given special attention. The slowness or fussiness of the cashier causes only irritation in the store visitors, this should be avoided.

• Equipment malfunction

The reason for the slow customer service in the checkout area of \u200b\u200bthe store may lie in a malfunction or bad job technology. For example, when a pos-terminal - a device for accepting plastic cards for payment - takes a long time to process a request from a bank, then not only the cardholder has to wait for a "response", but also all the visitors in the queue. Check the serviceability of the cash register, pos-terminal, barcode reader, so that this technique does not "slow down" the customer service process.

• Incorrect technological layout of the checkout area

More than 15% of all the time a customer spends in a store falls on the checkout area, which means that it should be as convenient as possible for visitors. To do this, it must be initially correctly designed, and the equipment - racks, showcases, cash register - must be correctly located. It is known that the flow of customers in the checkout area of \u200b\u200bthe store is always intense, the “turnover” is large, which means that the racks in this area must be stable so that customers cannot accidentally break or drop them. Take care of the comfort of your customers in the checkout area - they should not be cramped, they should not be "squeezed" between the shelves. If the store has a large crowd of people at the checkout, try to provide an air cooling system, especially during the hot season.

Comprehensive trading automation at minimum costs

We take a regular computer, connect any fiscal registrar and install the Business Ru Cash application. As a result, we get an economical analogue of a POS terminal as in a large store with all its functions. We place goods with prices in the Business.Ru cloud service and start working. For everything about everything - a maximum of 1 hour and 15-20 thousand rubles. for the fiscal registrar.

• Saving store space

Often, businessmen are trying to expand the retail area of \u200b\u200bthe store by reducing the checkout area. This should not be allowed, as it entails a "pandemonium" at the checkout, which means that even the "normative" three people in the queue from the outside will look like a crowd of people, which will certainly scare away visitors. Do not skimp on the area of \u200b\u200bthe checkout area of \u200b\u200byour store, since the main thing is the comfortable finding of buyers in it.

In order to minimize queues in your store, pay attention to all of the above reasons for their occurrence, approach the issue comprehensively: change the layout of the checkout area, make the passage to it convenient, accessible, spacious; organize properly the work of the service personnel, if necessary, conduct training or "educational" conversations and remember that it is the absence of a queue in front of the checkout directly affects and contributes to creating a good impression of the store on the customer and stimulates his desire to make a purchase.

How to deal with queues at the store?

1. Implementation of self-service checkouts

We have already considered the benefits and significant positive effect of installing self-service checkouts in our article. Self-checkout counters: is it worth implementing? In general, experts acknowledge the effectiveness of this method of "fighting" lines in retail stores. By installing self-service checkouts along with conventional checkouts, the entrepreneur will help "heal" his trade enterprise from constant queues and crowds of customers. Of course, not every visitor to the store is ready to use the self-service checkout, most often the younger generation uses such modern technological capabilities. But there is no doubt that the "most in a hurry" of the customers will not want to stand in line, but prefer to pay for their purchases on their own at the self-service checkout.

In addition, self-service checkouts are more compact and take up several times less space than traditional checkouts. They help increase throughput checkout point, reduce queues during the so-called "peak hours" in the store.

2. Employee motivation

If the reason for the formation of queues in your trade enterprise is still in the sluggishness of cashiers and their unwillingness to quickly serve customers, do not rush to "say goodbye" to careless employees, because finding a good cashier is not easy today. The right solution here would be to properly motivate your employees to work at the checkout. For example, if a cashier does not see the difference between whether he will serve 5 customers or 20 per hour, then such an employee has no incentive to speed up the customer service process.

 

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