Phrases of the seller of the consultant to the buyer. How to solve the problem of queues at the checkout. The law of the right hand and the rule of the "golden triangle"

A little preface to a good book

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

- Good afternoon! Can I help you with something?
"Buyer", habitually grinning, replies:
— no thanks, i'm just looking.

Fiasco. Contact not established! But Harry smiles mysteriously: 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 reaction of rejection. 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 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 communication, and he liked it, it was even visible in his 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 struggle with the buyer - a struggle that actually does not exist and which is not beneficial to anyone: neither the buyer, since he will not get the opportunity to purchase exactly what suits him best, nor the seller who has not done his job. This book is about how to avoid such struggles, how to turn a sale from boring at times, hateful at times, and at times nervous activity into a live, exciting 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 trading floor at the racks or showcases waiting for customers, who must 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 precisely on how successfully it will be possible to implement all these above functions. And of course, for those who manage sales departments.

The book contains numerous methods, methods, techniques effective work with clients. It details how sellers should work so that each of them demonstrates maximum efficiency. In essence, it's all about what the seller should be taught, what should be monitored in the first place, and what, ultimately, should be asked of him, analyzing individual results.

But there is another readership for this book, and this audience includes all those who are not related to retail, but who still have to deal with it and its representatives, that is, go to stores and buy something. In other words, the book is also for buyers, and this is its difference from many fellow bookshops. Its purpose is that the seller must not only sell some product to the buyer, he needs to sell, first of all, the idea of ​​​​starting cooperation between the buyer with this particular store and, moreover, with this particular seller. The seller must sell to the buyer exactly what best suits his needs, and in fact become an expert for the buyer in the acquisition of such goods in the future. After all, we all remember the ever-living, unfortunately, phrases:

There are many of you, but I am alone!
- If you don’t know what to choose, then why did you come ?!
- The queue will come, then apply.

Who among us wants to hear this and return to the same store, to the same seller? Rather, on the contrary ... But this is not just a matter of polite or impolite treatment, it is something more - in fact, a question of the philosophy of selling itself: do I want to impose or do I want to recommend? Or do I want nothing at all from the buyer, except for him to leave quickly, because he distracts from more important matters? That's why this book is important for buyers as well - it tells how sellers can treat them to become their experts for the rest of their lives. Have you ever heard of a saleswoman in a clothing store who shows record sales volumes, practically not appearing on the trading floor? How? She simply calls her customers on the phone and recommends new arrivals to them, explaining to everyone why. to him fits exactly this. And the clients are grateful to her, and, probably, the manager. She was also taught by Harry, and she knows perfectly well that such trust is not created immediately, it is a long and painstaking work that begins at the moment when a new buyer enters the trading floor for the first time to be greeted with the words: "Good afternoon! May I anything to help?" Or maybe in some other words, more interesting for both...

And this book is also interesting because it was written by the most real seller - Harry Friedman. He is a man with vast experience in retail sales ah - he himself worked as a sales assistant, then led the sales department, a store, a chain of stores. A lot of practice has allowed him to create effective systems for organizing sales, and, of course, as a trainer to teach others the skills of an effective salesperson. Therefore, there is no excessive theorizing in the book - here it is clearly, understandably and in detail, using 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 it's time for a show for you - a show of exciting and useful reading. I want the insights you draw from reading this book to help you, and hundreds of thousands of retailers around the world, increase your sales performance and improve customer satisfaction.

SHOW TIME!

Oleg Ivanov,
Trainer-consultant of the company CBSD,
certified trainer The Friedman Group

About the book

There is no such thing as a "born salesman", just as there are no "born doctors" or "born lawyers". Retailing is a technology that you need to learn like any other if you want to succeed in it. And Harry J. Friedman excelled at it.

Someone once said, "Harry is the kind of guy who will sell someone a bike stand and then the bike itself for $3,000 to use the footrest." The uniqueness of Harry Friedman and his book on retail lies precisely in the unsurpassed ability to convert potential buyers into those who actually buy, and also to teach others to do this. His undisguised love of "playing" the sale pervades every trick and every funny story.

The book "No thanks, I'm just looking" will allow you to significantly accelerate your progress in career ladder thanks to the practical system of phased earning money. This system is not only easy to learn, but also fun to use. You won't find boring or obsolete recommendations from the 1940s.

Unlike most trading teachers, who tend to focus on overcoming objections or applying trickery, Harry focuses more on "performance trading". He demonstrates how to overcome buyer resistance, that "I don't like you and don't trust you" defensive attitude that buyers seem to come into the world with. And it shows you how to most effectively do your research to find out exactly what the customer needs, leaving you with only one thing left to do—meet those needs. The essence of performance trading is to get your buyer to say, "I'm taking this," even before you say, "Are you buying this?"

However, the real fun will begin after you learn its unique version of the trial completion: how to gently invite the buyer to make an additional purchase at the same time as you check out the main one. This will allow you to control the sale and take the final step that reduces returns, builds trust, and increases the chances of repeat business.

This book cuts down on endless trial and error and allows you to focus on what really works. It will become your retail bible and you will read it over and over again. And each time you will find something new that allows you to continue to make money.

"Harry's book is the best "how it's done" reference book ever written about retail. It emphasizes something that many people miss, namely professionalism. Using humor, involvement and his vast experience, he created a book on how to reach the pinnacle of customer service excellence and become the most successful salesperson."

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

"These days it's the most wonderful retail tool after calling the checkout."

Jim Kliman
general education coordinator
National Association of Music Dealers

"Must read for every salesperson, whatever they are selling. There is no other book like it for them. We have ordered over 2,000 copies. Harry's book reads like a novel that you can't put down. It will make any salesperson increase their sales additional goods and complete big sales."

Evan Hackel,
Vice President Training Carpet One

"In all the 25 years I've been in this business, I've never met anyone who could identify and SOLVE sales problems in retail store just as Harry J. Friedman did. Every retail outlet manager should make this book required reading for their employees."

bill Bottge,
President of the National Association
shoe retailers

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

Samuel A. Goetz,
Mayors Jewelers President

"An exciting read! If you're not a professional salesperson, this book will turn you into one! Even if you're not in retail, it will make you think about getting into it."

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

about the author

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

You don't date Harry J. Friedman, you run into him. This is an extraordinary person, endowed with revolutionary thinking, ingenuity and energy. His unique style makes you shake things 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 turning all your potential customers into shoppers, and all you think about is "why didn't I think of this before?". If his vision of how to run a retail store, "bottle" and deliver to every merchant in the world, then 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-breaking super salesman, sales manager, retail chain owner, and the most thoughtful consultant and educator. His methodology is being studied by more than 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 speaker and writer. Known for his humorous yet polished style, he offers a lot of vital, up-to-date information that goes far beyond motivation.

He 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 traders.

Mr. Friedman has also developed seminars on store management that are attended by many retail leaders. 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 training, the Retailer's Complete Book of games and competitions for sales personnel. of Selling Games and Contests, the Retail Policies Manual, and continually updated editions of the Retail Productivity Series.

As the founder of The Friedman Group, he is dedicated to improving performance and professionalism, which has made him a recognized authority in the retail industry.

Foreword

Few professionals today have to respond as quickly to changing customer needs as retail professionals. What sold quickly yesterday, such as hot cakes, may be dead weight tomorrow. The same is true of a retail methodology that once worked wonders, but in our rapidly changing society, can now backfire, especially with sophisticated and savvy shoppers who have "seen it all" and "heard it all" .

If you use an outdated methodology or don't understand the psychology of buyers, your ability to make money, your career, and your well-being are at risk. In the absence of the right techniques and tools, the market can quickly turn into a ruthless machine that grinds you down and throws you out as useless. Employee turnover in retail is the highest of any industry or profession.

Meet Harry J. Friedman, President of Los Angeles-based The Friedman Group, a retail management and sales training firm. In his thirties, Harry has made his training firm one of the most successful in the industry.

In video programs and presentations that are successful in North America and Europe, and in this book, Harry brushes aside conventional wisdom about what it takes to be successful in retail. Instead, he proposes 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 save you from despair. Harry is a master of retail and education in the field. But more importantly, he is one of those gifted people who has a unique ability to convey his knowledge in an easy and very accessible way. He likes to help professional salespeople, and they like to listen to him. Now they can also enjoy reading his teachings.

Starting with what needs to be done before customers enter the store, then looking at the critical points leading up to the sale, and offering post-sale training, Harry purposefully leads us to what you need to know to Increase your sales daily, no matter what you trade.

Harry wants you to succeed, and in his book he addresses all possible obstacles, offering thoughtful instruction and engaging reading at the same time. He shares his valuable customer service techniques, key phrases, the right gestures, and effective behaviors to quickly win a client over to his side. In addition, Harry reveals what the buyer thinks, what he wants to see and what he wants to make sure.

In a word, his understanding and explanation of the psychology of the buyer is something outstanding. Through real conversations behind the counter, going from simple to complex, Harry explains the essence of efficient retailing in today's world.

If you read this book, your career will skyrocket. You'll see, you'll be flipping through its pages again and again to extract all the golden nuggets 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 not only be your guide, but your chance to change your life positions forever.

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

Start of sale

The most critical stage of the sale
may be its beginning.

Very little is said or written about the beginning of the sale. All the books and lectures on sales seem to talk about the end of the sale or the objections of the buyers, but they miss what I think is the main stumbling block of the retail trade - the beginning of the sale.

Start selling 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 the existing rules work. A plastic surgeon can reshape your nose (science), but there is no guarantee that your nose will be beautiful (art). Let's first take a look at the facts about the beginning of the sale that we know.

People's behavior is based on their reaction

All the negative experience you receive during your life is deposited in your mind. When something happens that reminds you of it, you may react to it without even realizing what you are doing. Here are some examples of such cases:

1. The girl fell off her horse at the age of four. Now she is 30 and she never goes horseback riding with her friends.
2. At 16, I bought a Ford car. I spent a lot of money on its repairs, 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 finish my lunch - it was fish. Now I don't eat fish.
4. I dived headfirst into the pool and hit the bottom hard. It's been five years, 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 goods well, behaved intrusively and was aggressive. Since then, I do not like sellers.
6. I bought insurance. The seller gave me what seemed to be good advice, but I talked to a friend and it turned out that it was not the best advice. Now I don't trust sellers. (This is not a mistake, think about it.)

My whole theory is supported by good scientific expressions:

• For every cause there is an effect.
• For every action there is an equal reaction.
• For every stimulus there is a response.

All this perfectly fits the beginning of the sale.

Negative reaction from the start

The secret is not to cause a negative reaction from your buyers. How many of you have had negative experiences with salespeople, and how many of you don't like salespeople? I have asked this question in thousands of sales lectures and seminars. Everyone raises their hands every time. People don't like salespeople. (Do you enjoy knowing that people don't like you without even knowing who you are?) Here are a few reasons why salespeople aren't loved:

1. Buyers cannot find a seller when they really need one.
2. The seller handed the buyers something that is absolutely 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 to make a decision, and the seller rushes to buy.
6. The seller does not perceive the buyer as a person.

It is embarrassing to admit, but some of these examples are quite true and are confirmed every day in the field of retail sales. You don't need to be qualified or licensed to be on the sales floor and throw people's lives into chaos and make it even harder to start selling. Now your job is to overcome the existing resistance and get the opportunity to establish a relationship and sell a product.

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

What happens when a salesperson greets a customer who has negative feelings about the salesperson in his head? Can you predict the reaction in 90 percent of these contacts? You can, and she will be "no, thanks, I'm just looking." It's amazing how many sellers hear, but don't even try to "get around" this answer. I'm not saying now what to do if you heard it. It is about how to avoid such a reaction from the very beginning. Recently I was in the store. One of the sellers asked: "Are you looking for something specific or just looking?". And we're still talking about staying awake at work! I experienced an irresistible desire to smear him in the 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 visit to the store. What relationship did you have with the seller? Or do the following exercise: Make a list of stores and list the names of the merchants you return to again and again because of personal relationships and amazing service.

This whole process starts with the start of the sale. Spend a few extra minutes and you will have a buyer who not only appreciates the process itself, but can also buy much more products.

Techniques used in the beginning

If your customer greeting is businesslike, you'll get a "I'm just watching" backlash or something like that. The most striking thing is that in most cases, buyers are not even aware of what words they are pronouncing. It's a spontaneous reaction, but buyers know it works. With its help, you can drive the seller away, and thanks for that.

I'm sure you'll agree that it would be great if we could walk up to a customer, be of service to them, and ask, "What can I do for you?" or "How can I help you?". Guys, the truth is that this only works ... three times out of ten and only with those customers who know what they need, or with 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 that they do not really need what you have.Thus, rule number one for starting an initial dialogue is:

"Techniques used in the beginning should have nothing to do with business"

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

Commodity approach is inefficient and primitive

My brother called me and told me about buying a tennis racket for $500. I thought that such a purchase is good only for idiots. I don't like tennis myself, and it's hard for me to understand the essence of the game from my brother's stories, especially since he's not a great player. I am a diving enthusiast and needed a new mask and snorkel, so I went to the sporting goods store looking forward to my purchase. What do you think I saw on the sign in front of the store? You guessed it, a tennis racket. Now guess which one? You're right again - the $500 one my brother bought. While I was wondering if this racket has a motor or some kind of built-in devices to make it easier to play, the seller came up to me and said: “They just arrived. . What do you think I thought? "Back off, idiot. I don't need a racket!"

A very talented jewelry saleswoman in Florida told me about the first time she went to the sales floor after leaving her job as a clerk. She noticed the man entering 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. They told me that this display case needs to be fixed."

First, how can you determine what visitors want and why they're here simply by observing what catches their eye or what window they stop in front of? Secondly, it is very impolite to simply not say hello before the start of the presentation to someone who has come to your store, where you personally spend most of your life. 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 will not let you stop them, no matter how hard you try.

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

1. May I assist 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 the importance of "discovering" the customer and getting them to talk. So rule number two at the start of a sale is:

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

Face-to-face conversations are key to the process of 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 that I said: "What a lovely child!". Does it sound 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 may laugh, but the truth is that I used this technique then and continue to use it to this day. And it always has a great response.

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

closed question
Salesman: IN mall still a lot of people?
Buyer: Not.

Open question
Salesman: How are people in the mall?
Buyer: Well, when I was here in the afternoon, there was a real zoo. But then it slowly started to dissipate and…

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

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

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

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

If talking to a customer was a simple matter, everyone would easily enter into it, and there would be no need for this information. However, people consider it a difficult task, 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 can't succeed if you're 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 recommendations are good enough, I can never teach you your initial tricks, which in retail are like fingerprints, a manifestation of your personal uniqueness.

Humor has become my style. For many years I joked with those I met, or tried to make people laugh in Everyday life. Marlene Corddry, vice president of The Friedman Group, worked for me in trading many years ago. Her style is "I'll get you, my expression is so friendly and non-aggressive that you won't be able to resist and let me talk to you." All people are different. You, like a singer, must develop your own style that suits and is comfortable for you personally. At the end of this chapter, you will find 42 beginning techniques that have been used over and over and proven to be effective. The only reason I don't guarantee them is because only you can breathe life into them.

First steps

The secret word at the start of a sale is "little talk" or "schmoozing". I'm not sure, but it seems to be Irish. Don't think that because it's "small" it doesn't matter much. The very concept of overcoming resistance and establishing a relationship with your customers is best described as a small talk. Every time I mention a small talk in this book, I am referring to using all three rules for starting a sale (non-business approach, questions, uniqueness). And don't forget: you'll never lose by having a conversation like this.

Please do not skip this information because it is really important. The quality of your initial dialogue with the buyer determines the subsequent presentation, and if this dialogue fails, you don’t have to worry about anything else, because either you won’t “talk” your buyer, or you will have to “pressure” him, or (God forbid ) you will lose control.

Starting a sale is both a non-verbal and verbal process.

Surely you have had cases when you approached the buyer without saying 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.

And what about this situation: you place the product in the window, 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 should not "pressure" the buyer or act aggressively. Customers feel they can interrupt you, get their questions answered, and walk away safely.

Violation of buyer's privacy

When shopping, people want to enjoy freedom. They need it. Already your approach to the buyer may 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 buyer shows a negative reaction ("I'm just watching") 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 as an intrusion. You can greet the customer by crossing this space or moving parallel to the customer. Most importantly, try not to stand in his way. Of course, you may think that I am a weirdo, and this is true, but after trying this technique you yourself will believe in it.

"Passage with a U-turn" 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 back them up against the wall and take money. The main part of the sales start strategy is to always appear busy.

The best technique I've developed is the 180-degree turn pass. To do this, you need to approach the buyer, tell him: "Hello" or "How are you?" - and pass by. Then, after taking three or four steps and moving 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 in your direction and say, "Of course." Naturally, the most a big problem is the question to ask him. It's all up to you here, because I can't provide you with a technique that's exactly right for you and your style. What works for me may not work for you. If you're not that creative, or have trouble finding the starting moves, don't despair: at the end of the chapter, you'll find 42 moves you can borrow.

little workout

You noticed a visitor entering the store. Take something in your hands and approach him, moving in parallel. When you get closer, smile broadly, greet the visitor and walk past. Then turn around and say, "Can I ask you a question?" The buyer replies: "Of course." And you say something like: "Judging by the large number of bags, there must be good shopping deals somewhere. What did I miss while sitting in this store?" Most often, the buyer will enter into a conversation with you.

For example:
Salesman: Judging by the large number of bags, there must be 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 need to make an important decision: continue to talk or go into business? Your guess is correct! Of course, keep talking. An extra 30 seconds of chatting will result in the buyer getting rid of the pain, fear and desire to resist, and you will be able to establish a rapport with him.

Salesman: Party! Sounds great. It would be even better if it was in your honor, wouldn't it?

around and around

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

Here are some more examples of "around the bush" conversation:

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

Salesman: What a big box of cookies! Who is she for?
Buyer: My daughter is in college and I send her packages.
Salesman: Great! You know, I, too, have always been waiting for these parcels from home. What college is she in? .. (And so on and so forth.)

Salesman: Looks like you came with the whole family! What's the occasion?
Buyer: We have a lot to buy! We just bought a new house and want to start furnishing it right now.
Salesman: Amazing! All my life I dreamed of buying a house. Where is it located?.. (And so on.)

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

Get to the point: transition

After a short face-to-face conversation, it's time to move on to the business and get to the bottom of the needs. After a lot of experimentation and study, I found a transitional phrase:

"What brings you to our shop today?"

This works great, as do the "What brings you to Harry?" options. or "What brings you to us?". A great question, because it not only implies an answer, but also helps to "uncover" the buyer. Since you want to communicate with the buyer and get him to ask, questions like: "Are you looking for something specific?" or "Are you looking for (product name)?" - can't be effective in any way.

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

Buyers are very smart. They know exactly how to get a salesperson to leave them alone, and they're great at it. Rigid resistance and an icy expression will force any seller to retire. The best trick is "I'm just watching." Here's a five best ways of all times to end the conversation.

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

At this point in the presentation, you need to take a sober look at the situation. You made a U-turn, started a conversation, used a transition question, but got rebuffed. Yes, it happens, and quite often. Perhaps buyers are not even aware that they are saying these phrases. This kind of protection has become an automatic reaction and an effective decision to end the conversation with the seller. It touched me myself when Marlene Corddry and I were walking around the shops of the mall together. When the salesman approached her, she said, "I'm just having 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 a shopping center. It worked great and became a habit with her.

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

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

  However, when you say such phrases, the buyer hears the following:

  "My name is salesman Harry and I will be nearby, where they stand. sellers, in case you have any questions about seller who only wants one sell you something that you don't need."

Let's face it: buyers choose the defensive line because they don't like sellers. To break through this protection, one should not cause even greater dislike. There is a more acceptable way.

"Distraction Maneuver"

The "red herring" method is used to overcome the "protective barrier" built by buyers. This method has two parts.

1. Accept that the buyer only wants to see.
2. Accurately repeat the buyer's protective phrase, but with an interrogative intonation.

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

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

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

Transition Q: What brings you to our store today?
Protection: I wanted to see what you have.
Agreement: Fine!
red herring Q: What would you like us to have? (At these words, you need to smile very widely.)

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

Transition Q: 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.
red herring: And what are you looking for while he is busy shopping?

You will be pleasantly surprised by how this technique works! In most cases, the buyer will "open up" and you can begin to identify needs. However, I want to warn you: the question "What brings you to our store today?" is clarifying and works as a transition only after a little conversation. If used as an opening move, it will sound like "Can I help you?" and is unlikely to help.

When, after a conversation and a distraction, you hear "I'm just looking" for the second time, all you have to do is transfer the visitor 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 the equally creepy Aunt Alice. All this is beyond your control, and after the second "I'm just looking" you should say: "Very good" - and leave. Choose another seller who looks radically different from you, and entrust this buyer to him.

A playful detour

I hate losing a sale, so I've developed a few tricks for the second time you hear, "I'm just looking."

When I ask, "What brings you to our store today?" and they say, "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 take him to a product that says "I'm just looking" on the price tag and has a discounted price. "You're in luck!" I say. "We've got a discount on that today!" Or I lead them to a sign that reads, "Since March 1, 1992, it's legal to just watch."

One of my favorite memories of breaking through the defenses is when I was working in a jewelry store. I was in the hall when an old lady entered the store. I'm sure you've seen them. Her hair was dyed blue, and on her shoulders rested a fur boa, you know, like that, with an animal muzzle and glassy eyes! Apparently, the lady drank 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 took her into my arms and we started moving around the store to the rhythm of the waltz. I hummed softly. She turned out to be a pleasant old lady who liked the attention. My next move was the only one possible 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 over to the window with our most expensive pearl earrings, worth about $500. Then he took out a pair and asked to try it on. "But that's against the rules. Earrings can't be measured," she said worriedly. The thing is, it was never against the rules. It's just that sellers are too lazy and do not allow buyers to do this: according to hygiene requirements, after trying on the earrings, they must be wiped with alcohol. I could have said all this to my client, but I wanted to keep her excited, and I whispered: "I know, but let's break the rules!"

I ended up selling this pair to her 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 of the same blue-haired old ladies who were even more drunk than she was. On that memorable day, our revenue was what 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 don't do it. It is enough to transfer the buyer to another seller.

When the customer talks

People feel more comfortable when they are talking to someone who is genuinely interested in the topic of the conversation. It is much more important for you to get the buyer to talk than to conduct the conversation yourself.

The longer the buyer talks with you, the more relaxed he feels with you as a person, and not a seller. Think back to the last party where 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 points to consider in order to personalize your remarks.

Children

If the customers are bringing kids, you have an obvious topic to talk about. What parent doesn't like to talk about their child? Don't limit yourself to a simple phrase about how smart their child is. Ask how old he is, does he always stay in this good mood whether sleeping all night long.

Note that the child already speaks well, knows a lot and his mother (or father) uses a very comfortable stroller. A warning! Don't try to guess the gender of the baby - you'll be wrong half the time.

Special clothing

If the customer is wearing a T-shirt with the emblem of a particular college or sports team, ask if they went to that college, what campus it is, if they enjoyed yesterday's game, or what they think about the team's game this season. Don't voice your opinions about the college or the team. As my grandmother used to say, "dance to the music the customer is playing."

Cars

If you can see what car the buyer came in with, you can safely say that the car is new, old, unusual or expensive. We are all proud of our cars, and most buyers will readily support the conversation.

news

What events, interesting or exciting, are taking place in the world? What do almost everyone know about? Use the latest crisis, space exploration, a visit by a foreign delegation, a volcanic eruption, or an earthquake as your 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 family, or just a Sunday getaway. 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 tricks. 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're having trouble, I've included a list of 42 starting techniques below that you can use as a hint, because no one will come up with your techniques for you. You should do this yourself, as you may not be very comfortable saying what others have come up with.

1. We want to put a new carpet here. Which of these patterns do you like the most?
2. (Walk past with a few small boxes in your hands.) Could you do me a favor? Please fix the top box. You know, if one falls, then they all collapse.
3. Hello boy. I'll die if I don't hear another joke. Can you tell me your favorite?
4. I want to invite my wife to a fish restaurant. Could you recommend me one?
5. I noticed that your daughter has pierced ears. I also have a girl about her age. How did she survive the operation?
6. I see you wearing a jacket with the name of a rock band. Were you at their concert yesterday?
7. May I ask you? Do you think women prefer candy or flowers on Valentine's Day?
8. I noticed you left the barbershop. What stylist do you cut your hair with?
9. Today it's very hot. Would you like to drink something cold?
10. Your bags are very heavy. Do you want me to hold them while you look around here?
11. I overheard you and a friend discussing a new movie. I want to watch it too. What do you say about it?
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. You have a new version this game?
14. I noticed your boots. Are they really very comfortable?
15. I just got new coloring pages! Your kids don't 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 such a wonderful tan?
18. Your baby speaks so well! Does he go to school already?
19. Cool haircut! Where did you make it?
20. Tell me, how is the basketball team of this school playing this season?
21. I noticed you arrived in a Honda. Do you like this car?
22. Did you hear what happened in the city court?
23. Are you glad the weather forecast for today turned out to be wrong?
24. Taxes to be paid soon. Do you do it in advance or wait until the last minute?
25. Twins! Double the hassle, double the fun! How many are they?
26. How did you celebrate yesterday's holiday?
27. What a great dress! How long do you think it took to sew on all those sequins?
28. You have a wonderful French braid. How much time did it take?
29. Someone was at McDonald's today! Are your children constantly asking for McDonald's too? Mine are asking.
30. It's hard to believe that it hasn't rained for so long. Have you already started storing water for future use?
31. I see you're wearing a Laker's T-shirt Do you think they'll win the playoff?
32. Spent all day in this store. What do you hear about the launch of the "shuttle"?
33. There are three days off. How is the traffic on the street?
34. Great tan! Do you have this skin color or have you just returned from vacation?
35. $62 million is up for grabs in the lottery. Have you already bought a ticket?
36. Did you watch the Grammy Awards broadcast last night?
37. Oh, are these new model skis? Where will you try them out?
38. You have bought so many books from the bookstore. What kind of books did you buy?
39. May I have your opinion? The buyer has just ordered this model. Do you think we should order it too?
40. God, plaster! What happened to your hand?
41. Six kids! Are they all yours?
42. We've got a little argument here. When do you think is the best time to hang holiday decorations in the store?

Working with two customers at the same time

What happens if there are more buyers in the store than sellers? In such situations, especially in stores selling small and expensive items such as jewelry, security measures should be taken. You simply cannot physically deal with two buyers at the same time.

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

Verbal contact

What to do in order not to annoy the buyer BUT? This must be done carefully and with love. you ask the buyer BUT: "Do me a favor", to which he will always answer "yes".

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

Buyer BUT will surely agree, which means that he has concluded with you agreement and promised to wait.

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

Now you're saying, "Could you wait a minute? I'll be done with that buyer and I'll be completely at your disposal. Do you mind?" If the buyer B agrees, which happens quite often, which means that he enters into a conversation with you. He won't leave anymore. Buyer B will stay in the store because he promised you.

It's understandable that 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 answer yes.

When you are trying to deal with two buyers at the same time, using verbal contact brings good results. The seller serves the buyer BUT. Customer B enters the store. The seller turns to the buyer B and says, "I'll come to you soon." Then he turns back to the buyer BUT but the buyer B leaves soon.

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

First option

Salesman A: We need your banking information. Here.
Buyer A: I always hated filling out those forms.
Salesman: Oh, I understand you. (Notices the buyer B.) Could you excuse me? I want to tell that gentleman that I'll be at his disposal shortly. Do you mind?
Buyer A: Certainly.
Salesman: Thank you. (Heads to the buyer B.) Hello, could you do me a favor? I'm already finishing up with that lady and will be at your disposal in a minute. Do you mind?
Buyer B: Good.
Salesman BUT.) Your signature will be enough here.

Second option

Buyer A: I think my sister would like this tablecloth for a party.
Salesman: Based on what you've told me, I'm sure it's the perfect choice. But won't you excuse me? Just a second, I want to tell that young lady that I'll be right over as soon as you and I are done. Do you mind?
Buyer A: Certainly.
Salesman: Thanks to. (Goes to the buyer B.) Good afternoon! Will you do me a favor? I'm just finishing up with that lady and I'll be with you in a minute. Do you mind?
Buyer B: Good.
Salesman: Thanks. (Returned to the buyer BUT.) I'll just write down 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'll get great results the first time you use it.

How do you start?

The start of the sale can be the most important part of the sales process and will determine the entire course of your presentation. By starting the sale the right way, you can reduce resistance and empower yourself when you ask probing questions. Ask yourself how effective you have been in this area in the past, have you considered your behavior well?

Were your opening moves fun, interesting, and smart? Did you build a relationship with the buyer on a personal basis? Have you gotten off to a good start in sales, working with children and adults, men and women, couples and groups? If you take the time to write down 75-100 opening moves, you will be at the checkout much more often than before.

Important Thoughts and Key Techniques

• To effectively start a sale, use a good opening technique and avoid clichés like "Can I help you?".
• As a rule, the number of buyers who really "just look" is very small, so it's wiser to never trust a buyer who "just looks."
• The product approach, where 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 demonstrate the product almost immediately. Today, this approach has gone out of fashion and has become ineffective.
• Your goal is to avoid the "buyer-seller" relationship, instead developing a personal relationship, which is much more rewarding.
• Two key moments when starting a sale: (1) break down 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 must Avoid behavior that traditionally elicits a negative reaction from buyers.
• Effective start-ups have nothing to do with business. It is best to use new, unusual or smart questions that encourage the buyer to start a conversation.
• Avoid questions that can be answered with one word "yes" or "no" because your chances of continuing the conversation are reduced.
• If you usually start the sales process too hastily, try to slow down. The product is not going anywhere, as well as the buyer. Today there is no place for clerks who, by asking habitual questions, "skip" the beginning of the sale or lose those sales that could have taken place if they (the clerks) had taken the time to develop effective opening techniques.
• Give compliments very carefully, as they can turn against you. And if you're complimenting a customer's clothing, make sure the clothing is really fancy or dressy.
• People feel more comfortable when they are talking to someone who is genuinely interested in what they are saying. It's more important to you to get the customer to talk than to keep the conversation going.
• Use any topic to personalize your comments about an individual customer. For example, pay attention to the buyer's children, his car, or talk about the news and holidays.
• No one will come up with the initial tricks for you, you need to do it yourself. They must become your, because you may not be comfortable using words that others have made up. Spend as much time developing your initial techniques as you spend studying your products.
• To overcome the resistance of the buyer, do not approach him directly, but consider how to approach more friendly and less threateningly. Assume that the buyer does not want you to violate his personal space, so try not to approach him directly. Instead, use a roundabout.
• Buyers are attracted to busy salespeople because they think they won't be "pressed" or that they can get an answer to their question quickly. So try to always appear busy.
• Most effective way transition from the beginning of the sale to the clarification of needs is the use of a transition question, with which you can ask the buyer why he was in the store. For example: "What brings you to our store today?".
• To find out if the buyer is really only looking, you can try a "workaround". When a customer says "I'm just looking..." say something like "Awesome! And what exactly do you want to see?" and that will remove the protection.
• Be sure to spend some time establishing contact through a small conversation. Just walking up to a customer and saying, "What brings you here today?" won't break the resistance.
• If you have gone through all the steps and the second time you hear: "I'm just looking ...", transfer the buyer to another seller. Sometimes that seller will be able to get the buyer to open up. It's not your fault, besides, there are other customers in the store.
• When serving two customers at the same time, use verbal contact. Ask the buyer BUT do you a favor, to which he or she will always agree. "Could you wait while I say hello to that customer? I'll be there in a minute. Do you mind?" You will surely hear "yes" from the buyer BUT. Buyer BUT concluded with you agreement and promised to stay.
• The start of the sale is the most important part that defines the entire sales process. An effective sales start will help you break down resistance and empower yourself when you ask probing questions.
• If you take the time to write down 75-100 opening moves and practice them, you will be at the cash register more often than before.

Hello! In this article, we will look at the main phrases to attract customers that stimulate the level of sales.

Today you will learn:

1. Why is it important to use correct words when talking to a client.
2. Examples of bright phrases that will attract the attention of buyers.
3. How to conduct a dialogue.

Importance of the words of the first dialogue

Every person who sells a product or offers a service knows and understands the importance of the first dialogue. It is precisely because of how quickly the seller earns the trust of the buyer, determines his needs and helps with the choice, the level of sales depends, and, accordingly, his salary.

In practice, it turns out that it is not so easy to get the location of a client. Surely everyone found themselves in a situation where you go to the store, for example, for shoes. At the same time, you yourself do not know what you want, and at this moment the seller comes up and says the hackneyed phrase “What interests you?”. At this point, most shoppers immediately respond, "I'm just looking," and exit 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 number of goods sold. In this case, you have to come up with slogans and interesting expressions, distribute. Their goal is to interest the client and make them learn more about your offer.

The main task of phrases to attract customers is to grab attention, achieve location and ingratiate themselves.

The main mistake of many sales managers is that they immediately try to sell the product. This technique works quite rarely, 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, try to possible ways increase the talk time and offer the maximum amount of products.

The executives believed that because of this, the caller would enjoy the attention and purchase the maximum amount of product.

In practice, this has backfired. A queue formed among the callers, followed by complaints 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 a company that wants to "sell" a lot of products "jumping on its hind legs to do this."

In order to really, you need the basics of correct and effective communication with customers. It does not matter whether you sell goods by phone or communicate personally with the buyer.

We have developed a small instruction, according to which you can easily train your staff.

Step 1. Learning to classify people

You must explain to your employees that there are different types buyers. One can impose some kind of product, but not the other. 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 not be more than 5, otherwise it will cause confusion among the employees themselves.

We propose the following classification:

1. Girls- These are people who were advised one specific 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- This 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. Mister- a person who communicates with the seller in a technical language, using numbers. He knows what brand or brand he needs, but he can't decide on a model.
5. mistress- people who speak the language of emotions. They want to buy something stylish, beautiful or exclusive. Decided on the brand, but did not choose a model.

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

Step 2. Before offering something, let the client speak

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

Empirically, it was found that 72 seconds is enough for a person to voice his desire and speak out. 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 speak out, you need to say: “I can offer an option a little more expensive, but it will be cooler.”

If the client is a "girl" or "engineer", then you are required to listen to them, take the order and fulfill it. Any suggestions you make will be rejected anyway.

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 are 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 realize 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 must feel your sincerity. At the same time, you need to behave outside the box, creatively and start the conversation not with advertising the product, but with a simple conversation with the buyer.

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

To start, you need to set interrogative questions, thus you identify the needs of the client:

• “Which shade of this model do you like best?”
• “Very handy and practical! Don't you think so?"
• Why did you choose this particular model?

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

• “It seems to me, or do you doubt that…”
• “Tell me, I understand you correctly…”

Very often the client needs the advice of the seller. At this moment, 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 case 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…”;

In their work, salespeople, managers, and all people who want to get a buyer should remember that the phrase "Are you interested in something?" and use a glare. The buyer automatically answers in the negative and leaves.

Bright phrases, as well as replicas of an advertising nature, which 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
“Are you already a member of our promotion?”	The client becomes interested, he begins to ask questions and quickly starts a dialogue
“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 soulmate, then this can be done right now. What phone number to dial?	This statement will keep the customer and will help to ensure that the purchase will be made from you, and not in a nearby store, for example
"May I consult with you?"	Thanks to this question, you achieve the location of the client, after which it is easy to establish an open dialogue
“Now I will name the total amount, which includes all discounts”	Having heard the phrase, the client understands that it is pointless to bargain and the price is final, so he does not ask any more questions related to the price
“Do I understand you correctly, do you want to purchase a high quality product at the lowest price?”	By asking this question, you show that you are interested in the needs of the buyer.
“Soon we will hold an interesting event. Would you like to reserve a seat?"	Such advertising phrases are appropriate if you offer an expensive product. At such events, buyers get acquainted with brands and do not feel compelled to purchase anything.

Conclusion

The secret of a professional seller is that he knows how to choose the right moment when to approach the 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! We are sure you will succeed!

Whether you're selling in a retail store or online, the art of communicating with a potential buyer plays a very important role.

For Internet Sales it's basically selling over the phone.

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

Customers should always be able to know who served them well or badly. In retail, this is indicated by a badge with the name of the seller, with 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 looking” or with 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 by coming to our store. We have the best selection, great prices. With us you will definitely find everything you need and you will be pleasantly surprised by our prices. By the way, what do you choose? Come on, I'll help you…” then the customer is likely to 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, and not about himself, his store, product, service, etc. .d.

When developing algorithms for working with clients for Sales Departments, you always need to listen to how salespeople communicate with a client. All new phrases must be natural for employees, otherwise they simply won’t pronounce them or refuse to use them.

The most valuable words and turns to attract attention are in live speech and are found in direct communication with the buyer.

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

Examples of customer acquisition phrases

Typical statements depending on the function of the seller

Interrogative behavior (to identify the need of the buyer):

• What color do you like best?
• What do you think of this thing?
• Isn't it a handy thing?

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, reassure):

• If I were you, I wouldn't hesitate...
• I'm sure you won't regret...
• You have great taste...
• It suits you very well...

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

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

Please note that the list of typical statements does not include the classic: “What interests you?”.

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

The intrusive phrase “What are you interested in?”, with demanding-impatient intonations in your voice, scares people away from your store. In the future, they are unlikely to want to come back to where such intrusive sellers are.

Nothing harms the store's image more than a "heavy" staff that puts pressure on the buyer.

Unsuccessful and tactless remarks of the seller

Remarks of the seller -> Psychological reaction of the buyer (hidden or explicit)

• What are you interested in? -> What's your business? How do I know what will interest me?
• Can I help you? -> Do I look like a wretch? Can't do it myself?
• Show you something? -> Am I blind? Can't I see it myself?

• What you need?
• What do you want to see?
• What will you buy? -> Am I in a store or being interrogated by an investigator?

• Have you already chosen the right product?
• Found already? -> 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 do not annoy them like annoying flies, the more profit they will bring!

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Lines at the checkout are a real 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 do not despair! The Internet magazine "Business.ru" gives several basic rules for "fighting" queues at a trade enterprise.

Losing patience: why are queues bad?

British researchers have calculated: the average resident of Europe spends on average about a year in store queues! 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 be a good reason to “pass by” a trade enterprise and change their intention to make a purchase in it. IN modern society When each of us counts every minute of time, waiting in line is a heavy burden for each person.

Professional automation of goods accounting in retail. Tidy up your store

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

Nearly 90% of the people surveyed admit that they prefer to avoid visiting stores where the number of customers standing in line seems to them to be significant. A competent retail business owner should be aware of the importance of having no queues in his store at all, or the accumulation of customers at the checkout or in departments to be minimal. 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" the queue!

It turns out that a queue of three people is psychologically comfortable for any buyer, and anything more will cause negative reactions in 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 among customers, they leave the store without waiting for their turn and without paying for their purchases, which means you can be sure: a person who values ​​his time will not return to this store.

Queues always evoke negative associations for each of us, and since there will be fewer and fewer customers visiting your store due to constant queues, the loss of turnover will become more tangible and significant. 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 the store area.

In order to competently "fight" the consequences - queues in a retail store - you first need to understand the reasons for their occurrence.

Reasons for queuing

An experienced marketer will be able to determine the reason for the formation of queues easily, since there are several main reasons.

• Poor quality of service

As you know, the biggest queues in stores appear in the evening, when most buyers rush to the stores to make the necessary purchases. It is during such hours that a significant number of customers accumulate at the cash desks, most of whom are in a hurry. The "sluggish" cashier can be seen with the naked eye: in fast service he is not interested in the store's customers, 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 come back here again. If the cashier of your store is elderly, then it is natural that he will serve customers more slowly 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 a cash register have not yet reached automatism. To work at the checkout, it is necessary to choose stress-resistant employees who can work with any queue, can find a common language with each client, and fulfill all his requests. In any case, the speed of service at the checkout directly depends on the quality of the work of the cashier, and therefore this aspect should be given special attention. The slowness or fussiness of the cashier causes only irritation in store visitors, this should be avoided.

• Equipment failure

The reason for the slow customer service in the checkout area of ​​the store may lie in a malfunction or bad job technology. For example, when a pos-terminal - a device for accepting plastic cards for payment - processes a request from a bank for a long time, then not only the owner of the card, but also all the store visitors standing in line have to wait for a “response”. 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 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 positioned. It is known that the flow of customers in the checkout area of ​​the 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 finding customers in the checkout area - they should not be crowded, they should not be “squeezed” between the racks. If the store has a large crowd at the checkout, try to provide an air cooling system, especially during the hot season.

Comprehensive trade automation at a minimum cost

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS-terminal as in a large store with all its functions. We enter 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 try to expand the retail space of the store by reducing the cash area. This should not be allowed, as this entails "pandemonium" at the box office, which means that even the "normative" three people in line from the outside will look like a crowd of people, which will certainly scare away visitors. Do not save on the checkout area of ​​your store, as the main thing is the comfortable stay of customers in it.

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

How to deal with queues in the store?

1. Introduction of self-checkouts

We have already considered the benefits and significant positive effects of installing self-service checkouts in our article. Self-service checkouts: is it worth implementing? In general, experts recognize the effectiveness of this method of “fighting” queues in retail stores. By installing self-service checkouts along with regular checkouts, an entrepreneur will help to “heal” his trading enterprise from constant queues and crowds of customers. Of course, not every store visitor 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 buyers will not want to stand in line, but will prefer to pay for their purchases 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, reduce queues at the so-called "peak hours" in the store.

2. Employee motivation

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

 

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