home » Business plans » How to sell "live" trainings. Breaking the vicious circle

How to sell "live" trainings. Breaking the vicious circle

If you are a sales manager, you probably want to sell more at the moment. Did we guess? Trainings, seminars, master classes are, of course, good. But without independent work it is almost impossible to achieve high results. That is why we publish a selection of exercises that you can perform on your own or with colleagues. Learn, recharge and increase your sales!

1. Self-presentation

Each of the 30 cards depicts a certain posture or gesture of the client. Gestures and postures mean positive mood or a negative attitude towards something, each of the cards shows the client's reaction to your words or actions. You just take a card from the deck and guess what this or that gesture means. Then turn over the card and check yourself and your guesses.

train skills non-verbal communication can be done both independently and in a team with colleagues. If you play in a team, then each of the players takes turns taking a card from the deck, guesses what kind of reaction is depicted on it, and if it turns out to be right, he keeps the card for himself. The winner is the one who guesses as many gestures or poses of the client as possible.

5. Property-benefit

If you work in sales, you probably know that the essence of the “Feature-Benefit” technique is to consistently translate the features and characteristics of a product into clear benefits for the client (for example, “lithium polymer battery” is a property of a product; the benefit that brings this property is the long operation of the phone without recharging). Using this technique during the presentation, after describing any product feature, we include connecting phrases in the conversation that help to move on to the description of benefits. Examples of phrases: “it will allow you…”, “it will give you the opportunity…”, “thanks to this…”.

Now master this technique. Divide a sheet of paper vertically into 2 columns. On the left write down all the features of the product or service that you offer to the client, and on the right - all the benefits that can be derived from each feature. Next to each feature, write down at least one benefit, and the more benefit you find from each feature, the better.

6. Apologies, denials and requests

This simple warm-up will help you improve your skills in dealing with customer objections, learn how to properly respond and respond to apologies, refusals and requests from customers.

An apology should always be short and polite:
- Sorry! Sorry!

Take responsibility for your next steps.
- I'll write down the information...

Report your next steps:
- I'll find out everything and let you know in 10 minutes.

Start the request with a benefit for the interlocutor.
- To quickly...

State the essence of the proposal.
- I need…

Ask a question about consent.
- Do you agree?

When refusing, offer alternative options.
- Unfortunately, this is not possible, but I can offer you ...

Give up hope, show that you are ready to do your best.
- I will do my best to...

Now, using the information described above, try to competently respond to these objections, refusals, or requests from customers.

The client tells you: You don't know how to communicate with clients. What is your reaction?
The client says to you: Why are you talking to me so rudely? What is your reaction?
The client tells you: You absolutely do not know how to serve. What is your reaction?
The client tells you: You don't have anything good at all. What is your reaction?
The client tells you: There are always some problems in your company. What is your reaction?
The client tells you: You can never be relied upon. What is your reaction?
The client tells you: You have absolutely nothing to take. What is your reaction?
The client tells you: You do not know your range well. What is your reaction?
You serve a customer, another one contacts you. What do you say?
The buyer says to you: You stepped on my foot. What is your reaction?
The client bought a low-quality product, brought it to your store. The client is outraged. What will you tell him?
A customer called your store and asked if they had "70 nails" in stock. He was told that there is. When he came for them, it turned out that they had already been sold out. The client is outraged. What will you tell him?

7. Dealing with objections

Any sales manager should be able to correctly respond to objections and at the same time give such arguments, after which it would be very difficult for the client to refuse to buy.

You can work out answers to objections in the process of playing cards " Working with objections". It is best to play in a team, but you can also play on your own: you simply take one card from the deck and say out loud your reaction to the objection described in it.

8. Agree

How to handle customer objection?

It is important to exclude from your speech or minimize the use of words: “no”, “not”, “but”, “cannot”, “cannot”.
Let the client speak.
To accept a client's objection, it is not necessary to agree with the objection itself. You can agree with some part of the statement, and then process the objection. For example: “Yes, our prices are higher than the average market, and at the same time…”; "I agree, there is such an opinion ...".
Use attachment phrases: “I understand you ...”, “I often hear about this, and there is some truth in this ...”, “It’s good that you mentioned it ...”, “Thank you for reminding me of this ... ".

Now try to find a way to correctly and profitably agree with these statements, imagining that such a situation happened during the sale.

Russia is the worst country in the world.
Your store sells complete rubbish.
You don't understand any of this.
I don't like you.
These are the worst tires I have ever seen in my life.
You don't have what I need.
You are the worst salesperson I know.
You are offering the wrong product.
I do not believe that this is a reliable and effective remedy.
We don't need anything.
We already have suppliers.
Russian is always worse than imported.
I never take Chinese.
We recently had a purchase.
I've heard bad things about you.
I'm not sure what you are saying is true.

9. How do you deal with conflict?

At the presentation stage, customers have objections, and if you react incorrectly, then a conflict arises. This test will help you identify your behavioral strategy in conflict and understand how constructive it is and how it can be improved.

From this test, you will learn about 5 types of behavior:

Type I. "Turtle" (avoidance)- the strategy of leaving under the shell, i.e. refusal both to achieve personal goals and to participate in relationships with others.

Type II. "Shark" (competition)- power strategy: goals are very important, relationships are not. It doesn’t matter to such people whether they are loved, they believe that conflicts are resolved by winning one of the parties and losing the other.

Type III. "Bear cub" (adaptation)- a strategy for smoothing sharp corners: relationships are important, there is no goal. Such people want to be accepted and loved, for which they sacrifice their goals.

Type IV. "A fox"- (compromise strategy: a moderate attitude towards both goals and relationships). Such people are willing to give up some goals in order to save the relationship.

Type V. "Owl"- a strategy of open and honest confrontation and cooperation. Representatives of this type value both goals and relationships. Openly define positions and look for a way out joint work to achieve goals, strive to find solutions that satisfy everyone.

Your task- carefully read proverbs and aphorisms and determine on a five-point scale to what extent each of them is typical for your behavior in a conflict. 1 - not typical at all, 2 - rarely, 3 - sometimes, 4 - often, 5 - very typical.

A bad peace is better than a good quarrel.
If you can't make someone else think the way you want, make him do the way you think.
Softly spread, but hard to sleep.
The hand washes the hand.
Mind is good, but two is better.
Of the two debaters, the one who is the first to shut up is smarter.
Who is stronger, he is “more to the right”.
If you don't put it on, you won't go.
From a black sheep - at least a tuft of wool.
The truth is what the wise know, not what everyone talks about.
Whoever strikes and runs away will be able to fight the next day.
The word "victory" is clearly written only on the backs of the enemies.
Kill your enemies with kindness.
A fair deal will not cause a quarrel.
No one has a complete answer, but everyone has something to add.
Stay away from people who disagree with you.
The battle is won by those who believe in victory.
A kind word does not require costs, but is highly valued.
You - to me, I - to you.
Only those who give up their monopoly on truth can benefit from the truths held by others.
Who argues - not worth a penny.
Who does not retreat, he puts to flight.
An affectionate calf sucks two queens, and a stubborn calf sucks none.
Who gives - makes friends.
Bring your worries to the light and take counsel with others.
The best way to resolve conflicts is to avoid them.
Seven times measure cut once.
Meekness triumphs over anger.
Better a titmouse in the hands than a crane in the clouds.
Sincerity, honesty and trust move mountains.
There is nothing in the world that deserves an argument.
There are only two kinds of people in this world: winners and losers.
If a stone is thrown at you, throw a piece of cotton in response.
Mutual concessions solve things perfectly.
Dig and dig tirelessly - you will get to the bottom of the truth.

Sell training- simply. About the same as quitting smoking. Economic redistribution, called the crisis, offers a new market environment. Whoever copes, he goes “uphill”, whoever doesn’t, it’s better for him to change his profession. It is not for me to judge those who sit without work, and even more so those who move without reducing their activity. But since many really good business coaches are still used to thinking in terms of tools, I would like to offer my own vision of selling training programs. These are not recommendations, rather, just gymnastics for the mind.

Why sell?

The main question is, first of all, you need to understand yourself. It's one thing to teach, it's another thing to change people's lives. Not all business coaches are ready for this. Changing the lives of a large number of people is a responsibility, a serious responsibility. And every single one of those who are currently unemployed is not mentally prepared for this. If only because they themselves need customers. Everything is simple. If they could not take the same responsibility for their own life and change something in it better side, so there is a disagreement between the words in the training and actions in life. People feel false. Is always.

That is why clients who can and want to change something in their company with the help of a coach have stopped doing it. They just don't believe in coaching. For most customers, training is something like an event. Teambuilding programs, the so-called teambuilding - in some places are prepared by the same specialists who hold parties and conferences. I'm sure they are good specialists in your industry. But they simply do not understand that during one of the psychological exercises that are safely torn off the Web, some client employee can get psychologically traumatized for life! And they do not understand because there is no appropriate training. It's like mixing training grenades with real ones, and then making a movie about the war. The main thing is to have fun and realistic.

As a result, they spent money, had fun, and nothing has changed. Absolutely. Those who were shy - are shy, those who were in conflict - are in conflict. Until there was a crisis, everything was sold in a row. The customer was calm about the result, or rather, its absence. The coach was chosen on the principle of "like - do not like." The client paid, silently realizing that the money was thrown away. There are still a lot of them. There was a lot ... Now, on the contrary, the money supply has declined. And corporate parties and trainings were in the forefront of unnecessary expenses. It's a pity…

Further, experience is life experience. In order to be a sought-after coach now, one must have either extensive work experience or specialized education. That is, an education that says that a person can work with people in a group. This comes, I repeat, either with experience or with education. For example, with the psychological. In no other way. Economists, marketers, lawyers - they are not taught to understand human actions. A completely different category of thinking. Their brain works in a completely different way, and it takes years to change the program in the mind.

In addition, you need the ability to build relationships with people. If the coach is a competent person, he does not sell himself, but rather builds relationships. And even if he has not communicated with the client for a long time, they remember him. Recommendations are being followed. Willingly invite for consultations. And again the question arises. Why sell? A good business coach does not need clients - he is busy with work.

Selling Methods

One of the original methods of selling trainings was demonstrated by my Moscow friends. They organized a training festival where they gather people according to acquaintances and acquaintances of acquaintances. Then they do some kind of jam session. Five or six coaches take turns taking the stage and demonstrating their skills (read charisma) for an hour or an hour and a half. People who are interested then approach the trainers and they get clients. Organizers, accordingly, profit from inexpensive tickets. Everyone is happy. This is a real training show, if I can even put it that way. Great promotion item! The solution turned out to be so simple and ingenious that there is no end to those who want to hang out all day, chat with like-minded people and look at different training programs. It turns out purely in Russian: cheap and cheerful and damn useful! In my opinion, this is the best system for selling open trainings. Especially when you consider that all coaches who want to show off in front of the people do not receive any fee, but rather pay money. Did he (she) sell after the festival or did not go, for my colleagues there is no difference, they still connected a person to the organization. Now, if you approach him correctly, you can pull part of his circle of acquaintances into the same structure. In addition, all guests of the festival are registered and enter the database. Then a blog is created in LiveJournal, and all guests of the festival are invited there. One fine day: "Oh miracle!"

There are photos from the festival. And everyone, like one, is rushing to the site to look at themselves and others. And then there is a community, something like a club. Where once a week in some pleasant place in the center of Moscow people gather, drink tea and talk in anticipation of a new festival. They bring their friends to the club, and they bring theirs. Nothing much is needed. 300 rubles for entry and an experienced moderator. Trainers old and new come there in the hope of acquiring clients. There they also briefly speak and present themselves. The client and the seller in one party - a miracle of marketing of the 21st century! Brilliant! Simple and brilliant!

There is one more option. Specialized organizations that bring together a mass of potential customers. The dream of any training company. Starting from the club of entrepreneurs of the city of X somewhere in Astrakhan region and ending with the Chamber of Commerce and Industry of Moscow. You just need to make the leaders of this structure your sales operators, and for a real percentage they will supply you with customers. I don't think it's easy. And then the mechanism is quite simple - the presentation. At any event of such an organization, a presentation of a book by a business coach who wants to acquire new clients is held. Guests are given copies of the book, especially expensive with an autograph. And that's all. They automatically turn into customers without knowing it. Now you need to go to them and talk directly about the services. 30% will buy immediately, the rest will become customers after a multi-step relationship building. That is, holding three or four meetings and getting feedback from other entrepreneurs. This method requires serious preparation. Especially in the field of negotiations. The effectiveness of selling business training is extremely high. The main thing is to be confident in your own abilities. Once something goes wrong, and all your customers will know about it.

The third way is to create the so-called "blue ocean". That is, to find a niche that has not yet been spoiled by competition. I will give an example, an option that was developed by a well-known business coach and consultant Victoria Shuhat. She managed to combine exhibitions and trainings in order to get the maximum result from the exhibition process for the exhibitors. Notice, not from the training, but from the whole process. Which in its essence has nothing to do with training, as such. The result was a unique project - Expotraining. Exhibition companies now include the services of Expotraining in the cost of their square meters at the exhibition along with their standard services. As they say, checkmate. Now Victoria is provided with clients for a long time.

Coaches - sellers

Hence the moral - you can and should sell trainings. To do this, you need to consolidate, discard ambition and envy. Strange, but coaches have envy. It is strange because they should be a priori people who should be equal to. But no. That is why it is difficult to sell trainings. You can create a trade union of trainers or a creative workshop of trainers who sell each other. What does it look like? Each more or less sane specialist has his own database of clients, they create a kind of conglomerate of several people and start selling each other. Having the skills of a negotiator, knowing in advance information about the decision maker and the problems of the organization, it will not be difficult to formulate a tempting offer. There are excellent trainings for sale in any format. The main thing is the desire to work.

The main moral of this morality is that coaches should sell trainings. Nobody canceled direct sales. Even in a crisis. So consolidate, brothers, and go! Selling your colleague's training is great mental gymnastics!

The purpose of the training "Dear sales": To learn the mechanisms and techniques of selling at a high price without discounts and reducing the company's profits, as well as how to properly bargain with a client in negotiations by phone and at a meeting. In practice, we will analyze ways to conclude large and profitable contracts with clients.

Why do customers object to pricing?
Techniques for relieving tension from the client about the price
How to convey the value of your offer to the client
Methodology for negotiating with "big" checks
Techniques to increase the value of the offer in the eyes of the client.
Ways to present the offer "as an investment" to the client
We study ways to keep the price and pricing.
5 rules for naming a price for a client.
Top 4 Answers to Price Objections
We create response scripts to typical objections: "no budget", "expensive", "others have cheaper" and others

In the "How to Sell High" training, a business coach shows the entire negotiation algorithm from A to Z by way of example, so that participants understand how to use the following techniques that are practiced during the training:

In practice, we work out proprietary techniques for "protecting" prices
In practice, we consolidate the skills of persuading the client in profit
4 ways to protect your offer from competitors
We remove the main errors when assigning a price
We determine the time in the negotiations for naming the price / li>
Analysis of the "expensive sale" by example and in practice.
An overview of communication techniques with a group of people in negotiations.
Fixing in practice 3 methods of upholding prices on sale.
Storytelling technology training
How to change the opinion about the "value" of your product / service.
Learning the Expensive Selling Technique "Choice Without Choice"
Ways to argue in favor of choosing your company
"Role-playing game" of participants for the most effective price presentation
Branded chips training "how to sell expensive."
Methods of influencing the client and manipulation.
How to achieve your goals in negotiations
Learning 3 techniques "how to quickly move to a deal"

In this module, on practical exercises with a trainer, you develop your individual manner of negotiating a price with a client and leading to a deal according to the specifics of the business

How to double average check customer purchases
The study of the author's technology "Dear sales"
8 tricks to close a deal with a potential buyer
We work out ways to increase the volume of purchases of the client several times
3 Techniques for avoiding client pressure at a price in a conversation
Implementing rigorous negotiation techniques with difficult clients
Learning the way "How to competently negotiate a compromise"
Fixing in practice with the participants the methods of price retention and negotiation

Module 4. Practice in training "expensive sales".

Consolidation of skills and technologies for working with deferrals, prepayments, strict payment terms, unprofitable offers from the client and the following chips:

Development of all methods and technologies in practice with a business coach
Strengthening the skills of "expensive sales" with each participant
Working out in practice difficult situations in negotiations with clients
Analysis of the sales skills of each training participant with adjustments from the trainer
Practicing quick “Closing the Deal” techniques with a client
Practical tasks for participants to develop persuasion skills
We develop the skills of a charismatic presentation of goods / services for your business specifics

Result

It's no secret that it's always nice to buy a product or use a service at a discount. And the seller himself willingly provides it when it suits him. But there is a category of buyers that requires very large discounts and privileges. And it is often very difficult for sellers to object to them.

There are three outputs here. Fire overly compassionate employees, follow the lead of stubborn customers and suffer losses, or finally teach your salespeople to sell dear even to those who constantly beg for discounts. "Moscow Academy of Sales" offers to order a training, which is called "How to sell expensive".

The result of the training "How to sell expensive"

activation of sales by much more self-confident managers at a high cost;
anticipating and overcoming emerging objections;
the ability to reasonably defend the position of the company and sell without discounts;
the ability to competently negotiate to conclude large and profitable contracts with clients

In this article, I want to talk about what should be done to attract participants to your seminar. These methods are applicable no matter what the topic of your seminar is, whether it is marketing, management, photography, computer courses or lessons on author's knitting of napkins. I will share mine practical experience and knowledge.

The mistake of many companies, and just trainers. is the confidence that clients will come to the seminar themselves, it is worth placing a description (in a couple of lines) in a popular catalog, calling friends or just hanging ads on a couple of nearby poles. By themselves, these actions can lead to a positive result, but I personally hardly believe in the possibility of completing the group completely. As in any business, the main thing here is consistency and a clear plan.

First of all, you need to decide on the direction. The truth is that people are more likely to go for the training they really need. From experience, I can say that it is easiest to sell advanced training courses (seminars) in Chelyabinsk (especially for economists and accountants), it is more difficult to sell seminars aimed at developing specific skills, and it is very difficult to sell seminars on personal growth. However, in the most demanded areas, competition from coaches is also high. I think that the rule that is typical for the sale of any product applies here - the originals are lucky ... Sometimes.

The next important step is the name and program.

As you call the ship, so it will sail ... For comparison, I will give the names of the trainings, and you yourself choose the ones you would like to go to (* real names): Behavioral psychotechnologies in the sale of trainings for business, Sales specialist, retail: how to win without cutting prices, Retail sales and quality customer service, How to keep a customer in a crisis, Principles successful sales, Sales in the field: survival of the fittest, Active sales.

So the name should:

1. Reflect the essence of the training
2. Be concise and memorable
3. Be understandable to the target audience

Next, you need to pay attention to the description of your seminar. It is very important. This is a description that will be in advertisements(on the website, for example). A very gross mistake is the presence in the advertisement of the seminar only of its title. This is bad. Of course, people will see its main theme, but for many, this is not enough. IN short description it is better to forget about listing all the topics and issues that will be discussed at the seminar - for this there is detailed program which can be viewed by those who are already interested. Better to focus on how this workshop can help. For example, if the topic is sales training, then you can specify how much sales will increase.

Posting reviews is a very good form. Especially if they are given by well-known people in the industry. In no case should you come up with reviews from non-existent persons! Remember the world is small, especially the world of the regional center. In extreme cases, you can contact your friends or acquaintances. Before posting, it is best to contact the person who gave this review. For example, the owner big business, may not want to advertise his attendance at a seminar on “tax optimization”, etc.

So we have decided on target audience, topic, made up a short (for advertising) and detailed - the main thing is not to get carried away (for interested parties) description. It is also good to think over the existing ways of paying for the seminar, the possibility of a refund, if after payment for some reason the listener could not come. A good PR move (albeit somewhat risky) is a phrase like: "If you don't like it, we'll refund your money." An important factor is an indication that after completing the course, the student will receive a certificate. This is especially important for those lucky ones who can be paid for by the employer. And finally, we move on to the most important stage - promotion.

Here the law of return of energy operates. The more active you are in promoting the product, the more people learn about your seminar and want to attend it. You don't have to stop at just one. The more channels the better. It is worth starting from the habitat of the target audience. These can be offices, interest clubs, specialized publications, etc.

I will try to give methods of promotion known to me.

1. Placement of information on the Internet (traditional). Today it is essential.

1.1. First of all, the information needs to be posted on your own website. However, it is worth remembering that the website traffic of a single company is usually not high, and people go there in order to get more detailed information.

1.4 Newsletter. Often deleted as spam. Sometimes it is not visible. But it is the most massive and acts on the subconscious. In addition, people are pleased when they are remembered. It is best if the letter contains the subject and the name of the mailbox owner. For example: “For Ekaterina Pakhomova. Invitation to a seminar on socionics. So at least it will be read. The database of boxes (the most valuable thing a manager has) is formed by clients. You can also turn to professional spammers (see offers in your inbox).

2. Placing on the Internet (original) - the main creativity Perhaps the format of this picture is not supported by the browser.

2.1 Creation of training groups in in social networks(vkontakte.ru, odnoklassniki.ru). Personally, I constantly receive offers to join some such group. In most cases, of course, I delete it as spam, but some even make me want to go. The event is not expensive, and it seems to me very effective. It is characteristic that initially you can choose people who may be interested in this (see groups, interests, etc.).

2.2 Placement of information in job advertisements. I don’t know who invented it first and who owns the copyright, but today many Chelyabinsk companies “sin” with this. For example, courses are held for secretaries - you need a vacancy announcement indicating "details on the site." And so the secretary (albeit still unemployed) comes to the site and sees an announcement about courses. Clear work on the target audience. The main thing: fast and free.

2.3 Comments on the forums. You need to calculate those that will be read by the target audience. They can be located on specialized portals (for example, zavedi.ru - for motorists or cheltren.ru - for personnel managers, etc.)

3. Posting ads - distribution of leaflets. I suggest that you first think about the appropriateness and places of distribution. For example, training for top managers (about 20,000 rubles in two days) in a trolleybus will look ridiculous. Yes, I feel sorry for the birches.

4. Newspapers and magazines - as many as possible, and preferably free.

5. Streamers, banners. Effective, especially if the courses are held continuously. True, it's expensive. And you need to do it in advance ... Probably two (or even three) months before the event.

6. Calls!!! We can say that all the previous stages were preparatory. Potential customers have already seen your ads, perhaps it was even deposited in their subconscious, perhaps they are even thinking: “go ... don’t go ... or maybe go all the same .... maybe stay with your family, etc.”, but more often the decision is made during the conversation. So be sure to call! Call old clients! Call for directories! 25 calls per day. Oh, better, more! Correct speech, a clear statement of purpose, a positive attitude, a straight back! You can go to a special seminar, by the way.

The final stage. All promotional activities are done. Members have been recruited. Seminar held. Now you need to make from a simple listener regular customer. All seminar participants must fill out a short questionnaire in which they should indicate their last name, first name, place of work, position and professional interests, phone number, as well as email address and a short review. The questionnaire should not be very large, otherwise the participants will refuse to fill out. There must be a clause on the consent of the person to receive e-mail information about new seminars. Now you will have the opportunity to contact each participant in order to make him the most suitable offers in the future.

The main guarantee of the sale of any training is the correct positioning. And the training itself, and the company, and the presenter. In most cases, especially when it comes to elite seminars, people do not even go to the seminar itself, but to the trainer! Therefore, it is necessary to make every effort so that the name and surname of the coach are what is called "on hearing". Writing a book, articles, participating in various conferences, placing information (resume) on the leading portals dedicated to business education is the key to success. The Internet, in general, provides amazing opportunities for promoting your own brand. The cost of posting articles on the Internet is lower (or even free) than in print publications, and there are more visitors. You can also post comments and write on forums for free. Be sure to include your real first and last name, not a nickname. Do you want to become recognizable in order to sell the seminar?

That's sort of all my main thoughts on selling seminars. Looking forward to your comments and good luck with your sales!

Ekaterina Pakhomova
Project Manager