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As you know, three conditions are necessary for anyone who wants to conduct trade in good order: money, an account and order.

Increasing sales: 101 tips for the seller

The most important of them is cash and various other valuables, without which it is difficult to trade ... The second condition for trading is to be able to correctly keep books and quickly calculate ...

Third and last necessary condition It is the conduct of one's affairs in due order and as it should be, so that all information regarding both debts and claims can be obtained without delay.

L. Pacioli

Starting its trading activity, every company, regardless of whether it is successful or not, dreams of how to do so in order to sell more.

After all, an increase in sales is a 100% increase in the company's profits. And it only brings benefits, as it appears more money, the company is expanding, the salary of employees is increasing, starting from an ordinary seller, ending with the director of the company.

Everyone knows the saying that money is never superfluous. It is not easy to make them bigger, but by taking certain steps towards increasing sales, even a novice entrepreneur will succeed.

Indeed, most often failures overtake not because a person does nothing, but because he does not know what to do. The problem is always relevant. So what should be done to significantly increase sales? What methods and tools should be used?

Are there specific tools to increase sales?

In such a business as increasing income from trade, technology is not so much. There are so-called tools used to increase sales, which, if properly implemented, increase work efficiency:

Although there are not so many methods, but with constant application they are guaranteed to increase sales growth. It is worth taking a closer look at them, and learning how to correctly apply them.

Methods for increasing retail sales

Everyone wants more. And the increase in retail sales is based on methods that have already proven themselves positively:

• Cross selling. When buying one thing, the client is offered to provide the appropriate service. For example, having bought an aquarium, the buyer orders the service of its installation and maintenance. And all in one place. The store only needs to have agreements with such companies, attract customers and receive a percentage of this.
• Upselling. An offer for an additional purchase to the main product. For example, when buying a phone, it is immediately offered to buy a SIM card for it, or the purchased bouquet is packed for an additional cost. It is only necessary to adhere to the rule that the cost additional service should not be higher than the main purchase. In such cases, an increase in sales can bring 30 percent profit.
• Determination of the purchase threshold. There is no specific model here, only the store owner's imagination. The general gist is this:

1. By making a purchase, the value is above a certain amount, the buyer receives free shipping, coupon for drawing or gift.
2. Buying two items, the third is free.
3. Making a purchase of three products, the buyer receives them for the price of two.

The list can be continued for a long time. Each store is trying to come up with something different, looking for new ways to increase sales:

• Payment of change of goods. This technique is not so widespread, but quite interesting. The buyer, paying for the goods, receives change not with money from the cash register, but with goods from the store, for example, matches or sweets.
• Yellow and red price tags. This method has long been recognized. In many supermarkets, products that are past their expiration date and no one buys them are sold at discounted prices, which is what the price tags of different colors indicate.
• Limited time for price or discount. This formula for increasing sales strongly motivates buyers, forcing them to make a purchase at this particular time.
• The ability to return the product if you do not like it. Moreover, there is a law that still obliges you to take the product back if it is returned within 14 days after the purchase was made.
• Price hints. Information is placed on the price tags that both another and a third are bought with this product. The client, seeing this, will definitely acquire something in addition to what he wanted to buy.

These methods will allow you to increase retail sales at any outlet several times. They also guarantee that the buyer will return for the next purchase to this particular store, as he was offered so many different things there that it makes no sense to look elsewhere.

Methods to increase wholesale sales

Apart from retail, there is also wholesale. It is the sale of large consignments of goods that gives a significant increase in wholesale sales. Every leader strives for this. To achieve the best results, it is required, as in retail, to apply various methods and tricks:

• Emphasis on staff professionalism. Indeed, often, it is from the seller or manager that a lot depends. And in order for professionalism to be developed, employees should be regularly trained and given the opportunity to practice the acquired skills in practice.
• Only high-quality goods at the most affordable prices. The optimal ratio of price and quality attracts wholesalers more than other indicators. By selling such goods constantly, a positive reputation is increased and consolidated, and this gives a significant increase in sales efficiency.
• Create your own transport department. This gives additional advantages in the uninterrupted supply of orders. Of course, significant financial investments will be required, but after a certain time they will pay off and will bring additional income.
• Building a good marketing department. Its specialists must explore the market for the products sold, look for new opportunities, fully optimizing all processes.

All these methods are exactly what you need to increase sales. By following them, an entrepreneur can be sure of the success of his business.

10 tips for negotiating price with a client during a sale?

Determining the price of a product is the right way to sell. But you still need to present it to the client and convince it of its fairness. Not just the ability to bargain, but a constructive dialogue can lead to a result. What keys can be used to successfully negotiate a price?

We will talk about possible reasons drop in sales in a retail or wholesale store, how to solve the problem and how to increase the number of sales step by step.

When they fall financial results businesses, action must be taken quickly. How to increase sales? is the cornerstone of business.

There are several effective ways to increase sales and increase the profitability of the store. Qualitative analysis of activity will allow to identify effective tools for stabilizing the situation.

1. Features of wholesale and retail trade - the psychology of sales

Retail sales - piece sales of goods to the final consumer.

• furniture stores;
• women's clothing stores;
• pharmacies;
• markets;
• crafts fairs, etc.

Wholesale trade is aimed at corporate buyers who purchase products in bulk. Most often they are intermediaries who are engaged in resale. IN individual cases large parties are needed for the personal purposes of the enterprise.

Example:

The factory produces upholstered furniture - sofas, armchairs and ottomans. For the uninterrupted supply of upholstery material, the company concludes a supply contract with a wholesaler.

When drawing up a plan to increase profitability, the director wholesale enterprise not focused on the end user.

Attention is paid to:

1. Search for new counterparties - achieved through presentations, a recommendation channel, cold phone calls, personal sales, studying the psychology of buyers, etc.
2. Development of relations with current partners - optimization of logistics, provision of discounts, feedback, etc.
3. Increasing customer orientation and developing the professional skills of salespeople - conducting trainings, mentoring, motivation, etc.

For retail manager the main objective- to interest and encourage the visitor of the representative office or the company's online store to make a purchase. To increase sales, it will be necessary to analyze the current situation, identify weaknesses, develop and implement measures to improve the situation.

2. Why retail sales are falling - possible reasons

It is difficult to take into account and predict economic, political, social and other factors influencing sales volumes. Even if they are obvious, it is often almost impossible to influence them.

But there are probable reasons for the decline in retail sales that need to be identified and addressed first.

Poor store location

Even when choosing a commercial premises for purchase or rent, you need to compare the location of the object and the specifics of the company's activities.

Example:

An entrepreneur decides to open a clothing store near a popular business center with the expectation of a large flow of customers. This idea is unsuccessful - visitors come for work, and not to update the wardrobe. It is better to move the outlet to a residential area, and open a stationery store near the business center.

You need to take into account the presence of competitors and their conditions, transport accessibility, convenience of access, the population of the area and the daily number of people passing by. If the store is in the courtyard of a house with a barrier, then only customers living nearby will visit it.

Poor window display

If the buyer does not like the appearance of the store, then he will not enter it.

Showcase that will encourage the buyer to visit the outlet:

• informative - the consumer understands what the store sells;
• attractive in appearance - the design is bright and noticeable, but not flashy;
• talks about current promotions - the data is necessarily relevant and truthful;
• indicates a price category - an example of a product with an indication of its cost looks good.

If you want to know an objective opinion about the design of the store, ask the buyers themselves to evaluate this criterion through a survey or a checklist.

Small assortment

If a competitor has a wider choice, then the buyer will go to him. Comparing the assortment of a similar outlet with your own will allow you to understand what is missing.

Another way to expand the product offer is to take into account the interests of a larger number of visitors. In a shoe store, it is good to have each model in unpopular sizes, and when selling food products, products for diabetics should be added to the assortment.

Poor quality of service

If the sellers are careless in their communication with the buyer, he will not want to return to the store. Service should be polite but not intrusive.

Trainings and seminars will teach the staff the basics of quality sales, while the secret shopper and feedback from users will help to control the fulfillment of service requirements.

3. 7 simple tools to increase retail sales

When a manager sees that profitability is falling, he needs effective measures to stabilize the situation.

When developing measures to increase profitability, be sure to take into account the specifics of the company. But there are a number of universal methods that will raise profits from product sales.

Method 1. Competent merchandising

Clear and visual placement of goods in the store - simple and effective method increase sales immediately by tens of percent. But the products should be laid out not only conveniently for the visitor, but also beneficially for the seller.

Place the most profitable goods at the eye level of the consumer, and place promotional products in the checkout area - these are the main recommendations of specialists for the effective display of the assortment.

Pay special attention to the appearance of the product. The packaging should be neat and intact, and the thing should make you want to look at it closer.

Method 2: Companion offer

This technique is used by McDonald's - for each order it is proposed to try a pie or something else. Related products are available in every store.

Example:

In the furniture salon, the buyer purchases a sofa, upholstered with elite fabric. The consultant suggests taking a cleaning agent that will effectively remove the most popular types of dirt.

Some of the customers will agree to an additional purchase, someone will refuse it. But if we offer each buyer, then average check will increase.

Method 3. Loyalty program

Discounts on discount cards and bonus points for purchase are powerful tools that increase sales. If the client chooses between two similar outlets, he will prefer the one in which he has privileges.

Use the method with caution. It happens that the return on the loyalty program does not cover the costs of using it. This happens if regular customers were given discount cards, but new customers did not appear. In this case, the bonus system is subject to revision or cancellation.

Method 4. Promotions and sales

The goal is to motivate the client to purchase more than he originally planned. The tool is especially popular for increasing sales during a crisis or when you need to get rid of the old assortment.

There are several stock options:

Sentence	Condition example	Possible Features
Promotion "2 + 1"	If you buy 2 items, 1 more will be free	The product with the lowest value on the check is given as a gift
Discount for one category or another	Red clothes 2 days 10% cheaper	In addition to outerwear
Complete sale	20% discount on the entire range	Exception - items from the new collection
Action "Bring a friend"	5% discount on referral from an existing client	Maximum 1,000 rubles
10% discount on birthday	Available 3 days before and 1 day after the event	Does not apply to alcohol and confectionery

Method 5. Social networks

Representing your store on Instagram, Facebook and VK will significantly increase the number of users. They will learn from publics and groups about the assortment, promotions and discounts. To do this, the manager needs to fill the accounts with interesting content and relevant information.

An effective way to increase the return from a site or group in in social networks- announce a repost contest with a real prize.

The conditions are roughly as follows:

1. The user shares a post with friends.
2. The message is not deleted within a month.
3. A winner is chosen at random.

It is better to offer a sold product or a service as a prize - the advantages and features of the offer indicated in the text of the repost will be read by a large number of users.

Method 6. Feedback

A selective call to customers, questionnaires, surveys in groups on social networks - these tools will allow you to identify what buyers lack. It is better to ask closed questions about the assortment, quality of service, accessibility and design of the store and any other aspects, but detailed answers should also be provided.

Proper use of the information received will not only increase sales, but also improve service.

Method 7. Marketing promotions

Distribution of leaflets, contests and sweepstakes, gifts for a purchase, an offer to try products for free - these and other events will increase customer interest and business profitability.

When conducting marketing research it is important to control their effectiveness. If the costs do not pay off, the customer acquisition policy should be reconsidered.

4. How to increase sales - step by step instructions

To determine which tools to apply first, follow three simple steps.

Step 1. Determine the specifics of trading

The problem of each store is unique.

The specifics of the activity depends on:

• product categories - food or non-food products;
• forms of enterprise - network, single a store, mobile trade, etc.;
• type of service - an online store, distribution through catalogs, placement of ads on Avito, a self-service point, vending machines, etc.

To understand the reasons for the decline in profits, it is necessary to determine the features of a particular outlet.

Step 2. Looking for weaknesses

It will be possible to determine which method is more effective and will increase sales after analyzing the reasons for their decline.

Example:

A customer enters a clothing store and immediately leaves it. There may be several reasons - an obsessive greeting, disinterest on the part of the staff, an unsuccessful display of goods, etc. The buyer will leave the online store sooner because of an incomprehensible menu or a repulsive interface.

Find out the reasons for customer dissatisfaction through surveys and questionnaires.

Step 3. We choose a method for solving the problem and implement it

After receiving answers to the first two questions, the way to increase sales will be clear.

You can get some more interesting ideas to increase sales from the following video:

5. Conclusion

If you correctly approach the issue of increasing sales, it will not be difficult to correct the situation.

To ensure that business profitability does not decrease again, monitor business indicators constantly and promptly respond to their deterioration.

How to increase sales in the Store? Basic techniques and methods

Every entrepreneur strives to make a profit. To do this, the business must develop. One of the most important indicators of development is an increase in sales. This question worries both experienced and novice entrepreneurs. In today's competitive and volatile marketplace, increasing sales is not just a way to earn more, but a necessary measure to survive.

How can you make your business more profitable? What is needed for this? Are there any tried and true methods? How much can you realistically increase sales? All these questions worry many entrepreneurs today, worried a hundred years ago, and will continue to worry, because these are the main mechanisms of trade.

If we analyze the situation in modern market, it is possible to determine the so-called "leader" of a certain segment in each area of ​​trade. Now we are not talking about any particular city.

If you think about it, with almost any type of product, each person has an association with the brand of the manufacturer or the store that he prefers when buying this product. These are successful businesses that increase their revenues almost every day. For what? Due continuous work aimed at increasing sales. Everything is spent necessary resources- tangible and intangible, tactics and strategy are being developed.

After all, today just selling a quality product is not enough. People go shopping not only to places where they were sold something good (again, an abundance and variety of goods), but also to places where they were pleased to buy - a cozy store, friendly sellers, promotions and "just liked it." Is it possible for an entrepreneur to make his store such a place? Certainly yes. Only this requires a lot of effort, which, first of all, will be aimed at attracting buyers.

Some people think that increase in sales directly depends on the specifics of the store. For example, there will always be customers in a grocery market, but an auto parts store will not be able to increase sales in any way if there is no demand for goods among the population. This can be answered in the words of the world famous business consultant Ted Levitt: "The difference between selling and marketing is that selling is getting rid of what you have, while marketing is having what people want." Each market segment has its own customers who have their own needs. By knowing and giving people what they want, you can increase sales in any store, regardless of the group of products presented in it.

First of all, the entrepreneur should understand how much he wants increase sales and, accordingly, the profit of your store and what resources he is willing to use. The level of income is influenced by several factors - the buyers themselves, external and internal conditions. The extent to which these criteria are implemented in the work of the store is the level of profit received by the owner. Therefore, work in these areas will determine the size of the increase in sales. Considering the criterion of buyers, first of all, you need to pay attention to the portrait of a potential buyer (expectations and opportunities), attendance, availability regular customers and the "image" of the store itself (people's opinion).

External factors are the location, the external attractiveness of the store, transport interchange, and the nearest competitors. Internal criteria include the quality of service, the interior, the atmosphere inside, the rationality of use retail space. All these are the conditions that an entrepreneur has to work on in order to increase the level of sales.

Depending on what efforts will be made to improve all these points, sales can be increased by 5-50%. Here it is also necessary to take into account the specifics of the business itself and the conditions that cannot be changed temporarily. For example, the location of the store is not very favorable, but there is no possibility to move it to another place yet. Or the product itself is in low demand. In this case, efforts will need to be directed to expanding the trade group presented in the windows. However, sales in any store, regardless of location and specifics, can actually be increased by 5-15%. If you correctly approach the issue, this figure will reach 50%.

Based on the conditions affecting profitability, it is possible to determine the main ways to increase it. One of the main tools is the seller himself. The quality and professionalism of customer service has a significant impact on attendance and the presence of regular customers. Education, training and motivation of the seller - a pledge successful sales. Effective system of bonuses and % of revenue. Thus, a person will realize that he is also working for himself and will always strive to make additional sales.

Appearance and the location of the store affect traffic and attractiveness to customers. Here you can use techniques to attract attention with bright signs, messages about ongoing promotions, change the name. It is also a very good move to place outdoor advertising and signs in the area where the store is located. At the same time, it is necessary to create coziness and comfort inside. Required condition - good quality merchandise and great selection. This is the only way to stay on the market, because in the face of fierce competition, the main goal is regular customers and attracting new ones. The display of goods is of great importance. Here you can hire a competent merchandiser or learn the basics of this business yourself.

In addition, it is necessary to ensure store related products, since they can make up a third of all sales. For example, in shoe store there should be shoe care products, in a clothing store - accessories. This way you can generate additional sales.

To create coziness in the room, you can turn on soft neutral music y, which contributes to a longer stay of the buyer in the store. And, of course, be sure to think about ways to stimulate buyers. It can be various promotions, discounts, gifts, discount cards, tastings (for grocery stores), lotteries, refreshments (coffee, tea). By investing in image and promotion, you can achieve the desired level of profit.

In order to increase the level of sales in your store, you should follow a path consisting of several stages.

First of all, you need to analyze the situation that exists today. To do this, it is enough to determine the amount of the average check and the number of customers per month. In general, to achieve results, everything must be calculated and planned. Therefore, you should draw up a sales plan, and this will be the amount that is calculated by the formula - the desired average bill multiplied by the desired number of buyers. With these indicators, it will be possible to control the sales process throughout the month.

Having analyzed all the criteria for influencing profits (external, internal, staff qualifications), you can get a picture of the business as a whole. Here, strong and weak sides. The movement will be in the direction of working on the weak and maintaining the level of the strong.

Having identified all the shortcomings, you need to evaluate your own opportunities for improving them. Based on the result, you should start improving the store.

1. Train the seller(s) in customer service standards. Excellent system - "7 steps". It looks like this:

1. Greeting.
2. "I'm listening to you" - willingness to serve.
3. Determining the needs of the buyer - what he wants, what preferences. Here the client should speak more, the seller asks leading questions.
4. Offer options to choose from.
5. Making a sale directly.
6. Upsell - "Anything else?" Here it is advisable for the seller to offer some kind of product himself (fresh, new arrival, etc.).
7. Completion. Wishing you a good day, good luck - "Thank you for your purchase, come visit us again."

Such a system helps not only to attract buyers, the seller always knows what to say and thus, without getting lost, ensures the manifestation of a good attitude towards buyers. If possible, it is possible to organize training for staff on “Working with objections” (How to avoid a conflict situation, what to say if the buyer is dissatisfied, etc.).

2. The next step is to ensure quality and assortment. If all this is already there - fine, if not - you need to make every effort. After that, you need to take care of the competent layout of the goods. You can hire a merchandiser or take care of this issue yourself. There are many layout principles that really affect the size of sales.

3. Provide the store with related products.

4. Assess the situation inside the store and try to get closer to the most comfortable (nothing superfluous, the ability to move freely, light music, if necessary, a recreation area).

5. Start promoting products with promotions and great deals, about which appropriate posters, signs, as well as sellers themselves should inform buyers. Think over a system of discounts, if possible, introduce discount cards. It is very beneficial to get customer contacts with the help of cards, and then inform about new promotions, discounts, etc. via SMS.

We should not forget that all the time it is necessary to control the level of sales. So it will be possible to evaluate the effectiveness of the actions taken and determine what exactly has the most impact. You can't stop when you get a certain result.

Striving for excellence always translates into profit in a positive way. By fulfilling even some of the recommendations described, sales of any store can be increased by at least 5%, while investing energy, funds and creativity in this, it is possible to get a result exceeding 50%.

For the last six years I have been selling myself and teaching others how to sell.

At one time, I was lucky to develop a sales department at IPS (Isaac Pintosevich Systems), close space checks in the Amazon Chamber of Commerce, and now I build sales in the LABA educational platform.

We sell our products in Ukraine, Russia, Belarus, Kazakhstan, Germany and the Baltic countries. This is a rather complex process that requires the coordinated work of the entire team.

What happened in those six years?

In the first week of work as a sales manager, I signed 3 contracts for a total of $23,000

Year held the first place in sales among thirty people

Personal record - 372% of the plan

For a year of work, he went from trainee to acting. head of the IPS sales department with thirty sales managers subordinate

Signed contracts with thirty unfamiliar clients in one day of the conference

Doubled the turnover of the LABA educational platform in the first month of operation

I am constantly learning, I have been trained by the best specialists: Belfort, Adizes, Cialdini, Ferrazi, Gandapas etc

Another personal record - sales of a budget product price category for $62,000 per month

I sold a lot, experimented with different schemes and made enough mistakes until I came up with the formula for the perfect sale. This formula can be used to increase the turnover of the ENTIRE sales department, not an individual manager.

Myths that are often found in novice sales managers.

A salesperson needs to be born

thinks so most people in especially those who are just starting their journey in this direction. In fact, selling is an accessible formula that anyone can master.

If you're juggling or driving a car for the first time, chances are you'll make mistakes at first.

But if you have good teachers, over time, you will learn to do it easily and with minimal mistakes. Sales are no exception!

Selling is vaping

You can hardly tell 97% of salespeople apart. These inept managers from the very beginning of the conversation try to tell as quickly as possible that they are the best, they have the best company, the best delivery, conditions, etc.

They do not know and do not try to find out what the client needs at all. With this approach, it is really vparivanie. What benefit does such a salesperson bring to the client and what is the probability that the client will buy your product and be satisfied?

Selling is bad

Every day we all sell something. Going to the cinema, what dish to eat for dinner, an idea for clients or management, services, etc.

When selling a quality service or product that can help the client, this cannot be bad. If you help a person, what's wrong with that?

In fact, selling high-quality, sought-after goods is prestigious, and most importantly, they pay very well for it.

Myths of Sales Executives or Business Owners

A good sales manager is easy to find

Now I'll probably upset you. Good sales managers don't look for work - work finds them. There are practically no good sales managers on the market. It's not enough to just post a job and sales geniuses will come to you.

A good sales manager has long since sold his competencies and of course has highly paid commissions. Not in your company.

Practice has shown that it is necessary to look for potential employees who are ready to learn and grow real “sales wolves” out of them. It is difficult, requires certain knowledge and effort. But it definitely works.

Sales managers will actively sell themselves, as they want to earn more

Alas, no matter how well-thought-out system of material motivation you have, it is not enough to keep the fuse of your employee at the highest level.

A sales manager is a person with his own inner beliefs, fears, interests and priorities. Only thanks to the right approach to the management of each employee, you will be able to keep your sales department at a high motivational level.

The most terrible myth that can destroy your sales team

Once everything is set up, everything works fine and it will always be so.

I think each of you at least once thought or hopes that this is possible.

The sales department is the link that should bring most of the finances to the company. And it should be constantly worked on and improved.

Once every three months, it is necessary to improve and revise the strategy in the sales department.

Set new bonuses for certain indicators, change teams or projects on which they worked, set plans for a month, three and six months.

Sales managers are storm troopers by nature and the usual routine affects them negatively - motivation is lost, indicators begin to fall, there are fewer satisfied customers.

Therefore, you must constantly keep your finger on the pulse of your sales team and, if it begins to weaken, take prompt action.

7 tips to increase the turnover of your sales force

RIGHT PEOPLE

The right people are the backbone of any sales force.

How often do you conduct interviews? How often do you manage to find a good sales manager?

Most companies conduct face-to-face interviews. This approach works in the selection of top management, but not for the sales department.

Competitive interviews are required. So you can save your time and, no less important, emphasize the value of the vacancy in the eyes of the applicant.

If your new employee not just passed the interview, but openly fought for his position with competitors, he will appreciate it much more.

One of the most important skills of a "salesperson" is purposefulness. Make the competition so that it can show this quality. The selection process should take place in several stages.

It is important that each stage is much more difficult - so you can understand how goal-oriented a potential employee is.

ADAPTATION SYSTEM

In many companies, in the first days of work, an employee in the sales department encounters such problems:

• they do not know what and how to do, so they walk, drink coffee and interfere with other employees;
• they try to sell before they have all the tools and just burn leads or, even worse, ruin your reputation.

You must have a clear system of adaptation. It is necessary to equip the employee with all the knowledge about the product and scripts for working with the client. This will allow you to get rid of the turnover and quickly introduce the manager to the position.

NEW TECHNOLOGIES

Surprisingly, most companies do not use the most important tools for the work of the sales department, even though they are quite easy to master - CRM, IP-telephony, voice recording system, etc.

Implementing a CRM (Customer Relationship Management System) will help you see the picture of your relationship with each client. Here you can enter the client's phone number, his full name, position, city and many other data into the database.

With the help of such a system, it is convenient to keep track of invoices, prepayments and completed transactions - this will allow you to quickly respond to any changes in sales.

The introduction of such a system usually increases turnover by at least 15%. And cloud solutions do not require large budgets.

In the LABA educational platform, we write our own software, which meets all of our sales analytics needs. We will definitely devote a separate article to this product, it is worth it).

SALES TOOLS

Many people know what scripts are (algorithms for talking with a client), but few people use them. Managers understand that such a toolkit increases sales in the company, but for some reason they give their managers the opportunity to improvise in a conversation with a client.

Improvisation is the worst case scenario in a conversation when a manager needs to understand the needs of the client and correctly explain all the benefits of the product.

The script needs to be developed, and this, believe me, is not the easiest task you have encountered. It constantly needs to be tightened up and tested in conversations - this is a permanent process.

However, the game is worth the candle - the introduction of such a tool can increase the manager's sales by 30% after the first month.

Don't forget the food book. This is your company's product catalog, which every manager should know by heart. Every detail and detail, every feature of your product. A seller who knows his product perfectly, customers consider a professional - this is an axiom.

AUTOMATION

At this point, it is important to note that your sales department should work automatically. Like a Swiss watch - without interruption.

To do this, you need a technical specialist - administrator. This employee will monitor overdue tasks from managers, unloading potential customers. It is also his task to ensure that telephony accounts do not run out of money.

It is very important to constantly work with the customer base. The administrator of the sales department will be able to control clients that take a lot of time. At the same time, the result from such clients is zero.

Create a black pool where you will bring in customers who have not bought anything for a long time or a lot of contact with them.

Imagine company N., which is engaged in wholesale deliveries X components for Y enterprises. On the market this company has been around for several years, there is a base of regular customers, profits, things are slowly going uphill ... Well, everything, in general, is more or less normal.
Now imagine the sales department of this company. A large bright room, tables, computers, telephones, printers ... Managers, of course, in business, already greasy suits, sit - spit at the ceiling, poison jokes ... Between passing a new level in a "standard" office toy, they process incoming applications from partners. Once a former sales department, it has turned from an actively pushing the market machine into a perverted semblance of customer service. Yes, of course, they have new customers, but from where???! In this regard, the company's reputation and marketing policy help out, that is, our, so to speak, "merchants" work on the incoming stream and "do not blow in the mustache." Moreover, they receive quite good money for all this.

What led the department to such a “collapse” decrease in the efficiency of its functions?

And what can be done to optimize its performance?

The reason is simple. Managers in the process of “stuffing” the client base constantly increased the number of processed incoming requests. Accordingly, the time for searching became less and less. And one day the number of clients reached the maximum that the manager can handle. He works with them for a day, another, a month, six months and then BAM!!! “Wow: I’m just sitting in the office, and the work is going on, the salary is growing ...”. What happens next - but nothing: the merchant, step by step, begins to degrade ... He becomes lazy: making a couple of calls - now it's a whole problem for him, but holding a meeting - WHAT, WHAT MEETING: “the soldier is sleeping - the service is on” !! ! Such managers are dangerous because their IBI (imitation of violent activity) is very high, this is already working for them. professional level. As soon as the boss enters the hall, everyone immediately grabs their phones, starts counting, writing, and even asking the head of the council: “Ivan Ivanovich, I just spoke with a client here, he asks for a two-week deferment, to give or not? »
Heads of departments, intoxicated by the joy of reports arriving on time, do not even realize that every day they do not receive a huge amount of money, that competitors have long been ahead and are dividing the market in their own way.

What is the best way to deal with such a situation?

You will no longer be able to make them work as before, never and under no circumstances - this is 100%, if you want 1000%. Therefore, do not even waste your strength and nerves. Because they will sabotage in such a way, albeit “technically”, that it will not seem enough!
And be aware! They already have such friendly relations with clients that, if desired, they will take their entire accumulated base to competitors.
However (But fortunately), everything is not as bad as it seems at first glance! And the decision will not be long in coming!
With such a balance of power, it is necessary to simultaneously build a new commercial service, the old one will gradually develop into a customer service department - customer service.
You have a new organizational structure of the sales department, which clearly separates new customers from those who make systematic purchases. Some sell, others serve, the most logical sales model!
It is important to consider that the staff for customer service requires less qualified. Minimum program: knowledge of the product, market specifics, plus a computer. And this means that wages in this department will be much lower, so soon, your obese "comers" will be replaced by young girls with a pleasant appearance.

2. Adjust the motivation system of your salespeople.

A well-built motivation system is a very serious tool for increasing the efficiency of the sales department, and it doesn’t matter what kind of sales we are talking about b2b or b2c.
In one of the companies, there was such a case. Managers of the commercial department, in addition to bonuses from the first sale, received a small percentage of current payments, i.е. from those clients whom they brought a long time ago and now they are served by the client department. So, after a couple of years, this small percentage was enough to not receive a salary. About the fact that employees get money so easily, the manager found out by accident. Once he heard a conversation between an “experienced” businessman and a newcomer in a smoking room, who said: “You will work for two years, and then you will live on interest, from the current ones. The main thing is to be quiet: do not be late, submit reports on time, smile, there are “incoming” ones, we will share ... ".
Imagine how much money was wasted, horror.
If the "dogs" are full, what a hunt! (May sellers forgive me for such a comparison).
The motivation system is a powerful managerial lever! The main thing is to use it wisely.
Revising ratios and percentages is just as important as changing sales plans. Many companies work "the old fashioned way": the standard scheme is salary +%. But that doesn't work anymore, forget it!
If you want to keep sellers in good shape, if you want high intensity in their work, then take into account other indicators when calculating the salary: the number of calls (cold, repeated), the number of meetings, the number of contracts, conversions, average bill, average time "from a call to a contract", fulfillment of instructions within the framework of the project (to improve the quality of service, to study consumer demand, etc.).
Of course, the main principle of any motivation system is its transparency and ease of perception. But fortunately, today's opportunities allow us to make this calculation automatic and take into account dozens of employee performance indicators. For example, the easiest way is an Excel spreadsheet. The manager, filling out a daily report, can immediately see his results in the context of one day or week, how much he has completed, from the sales plan, what needs to be tightened up, where the norms have already been exceeded.

Check the relevance of your motivation system!

3. Set sales plans

Maybe someone will consider this method absurd, but believe me, there are many commercial organizations where there is no sales planning, and if there is, then only formally.
No sales plan = bankruptcy plan.
The planning process is nothing more than creating a virtual model of what is to happen. If you do not have a sales plan, then it will be very difficult for you to evaluate the effectiveness of work and measure the result, and without measurement, there is no management, in principle.

Let's take a look at the main stages of drawing up a sales plan:
1) Planning starts with an annual sales plan. Yes, exactly from the annual!
Without complicating things, you take indicators for last year(100 million rubles), add to them the percentage of growth in the industry (10% = 110 million rubles) and add the percentage of growth that you would like to receive (10% = 121 million rubles).
2) Next, you break down the plan into sales channels, according to your specifics, example:

• Current dealers (40% = 48 million rubles)
• Newly attracted dealers (20% = 24 million rubles)
• Tenders and public procurement (10% = 12 million rubles)
• One-time corporate orders (10 = 12 million rubles)
• Own distribution network (20% = 24 million rubles)
• Etc. (1 million rubles)

3) The next step: we break down these amounts by sales departments and for each manager personally. Current dealers - for customer service, new ones - for the commercial department, then - the department of corporate orders, directors of chain stores, etc.
4) Then you divide these figures into quarters and months, taking into account seasonality, the experience of the previous year, the range of goods, and so on.
Using this not tricky method, you can set sales plans for all departments for the whole year.
It is important to note one trick!

Ideally, a sales plan is drawn up, as it were, from two sides: from your employees, and directly from you. When they are agreed, something in between is born, and the manager perceives these figures as a document developed by himself, and therefore thinks more about how to implement it, and not how to explain why it cannot be performed.
Everyone has their own idea of ​​the future and everyone will think that his plan is "more correct". You, as a leader, will say that the market allows you to grow and you should use it! And managers, in turn, will fight back saying that their life is hard, the market is not rubber, there are a lot of competitors, and that Russia is not Europe.
Get ready for it!

4. Provide "total" knowledge of the product.

In fact, not all sales managers know the product they are selling well, no matter how strange it may sound. Daily, at meetings, breaks down great amount transactions due to the incompetence of managers in matters of product specifics. This is especially true for technological products. I think that many people are familiar with the situation when, during negotiations, a client asks a question that you did not expect to hear: “Please tell me the exact data on the heat transfer resistance coefficient of your concrete, since we will use it in the northern regions, for us this is extremely important… ". At this moment, your eye twitches and your leg cramps - what did he say? YOU take out the phone, with the words: “Now I will clarify”, - call the elder, and, not knowing how to formulate the question, hand over the phone to the client ...
Any buyer wants to work with professionals! Such a desire is justified at the level of human psychology - they trust professionals, and if there is trust, then there is a purchase.
First of all, the client should see the seller as an expert, an expert in his field, capable of solving any problem and knowing the answers to all possible questions.

Ignorance, or superficial possession of information about the product, puts the manager in a stupid position. The client forms an opinion about the company, communicating with a specific person, you will never be able to explain to the client that "it was a beginner, forgive him, now we will send a pro, wait." No one will wait for you! But you can definitely eliminate such situations in a simple way:

Firstly, collect all possible customer questions related to product characteristics;
Secondly, of course, write down the answers;
Thirdly, conduct an attestation for knowledge of the product (those who did not pass are not allowed to negotiate);
Fourth, supplement the list with new issues that managers face during negotiations;
And finally, fifthly, in case of the slightest change in any characteristics or properties of the product, when adding a new product to the line - add new questions.

Thus, you will constantly form an updated "knowledge base" on technical specifications and product properties.
Conduct training in the form of "question-answer" - this is the simplest and most effective model for memorizing such material.
Naturally, it is impossible to foresee everything. Therefore, to reduce the risk of disruption of transactions, equip managers with tables, lists, photographs, any materials that will allow the manager to get out of an awkward situation when selling your product.

Example:
You sell nails. Have your manager carry these nails to the meeting, one of each. I don’t know the table with the characteristics of the metal from which they are made: torsional stress, bending, tension, what else is there. And in the car, let him have a hammer, a board, and all the same notorious nails, but only Chinese competitors. He does not believe that you have the best nails, let him try (pull it out of his hand).

But what to do if, nevertheless, a situation arises when you do not know what to answer ?!

Firstly, do not worry! Until you start to worry, you retain the status of an expert.
Secondly, clarify the question by repeating what the opponent said (writing down). So you show that you are listening carefully and gently indicate that you are not ready for such a question.
Thirdly, say that you haven’t been asked such a question for a long time, always with a smile, and looking straight into his eyes until he turns his eyes away. (“Honestly, I don’t remember the last time I was asked about this…”)
Fourth, turn your ignorance 180 degrees in your favor: appeal to the client's competence in this matter. Somehow: "... you rarely meet a true professional in our industry ...".
Fifth, ask permission to clarify the information. It is better to do it in this form: "... let me check this data with the brand manager, perhaps something has changed, it will take no more than a minute ...".
These recommendations will be enough for the “gaps” in the knowledge of the product to gradually disappear, and the emerging ones cannot negatively affect the outcome of the meeting.

5. Form a "sales book" of the department.

What is a "book of sales"?
In any business, there is a difficulty in adapting newcomers to a new place. Now I'm not talking about the "acclimatization" of a beginner in a new team, but about his training in your technologies and principles of work. Of course have job descriptions, standards, regulations that fall on the head of an intern employee: “Study!!! I'll check it out!!!"
What do you think, is there such a knowledge base that will allow you to build a new link into the sales process in a few days (3-4 days)? Which will allow, within a few days, to test a beginner. Do you have time for probationary periods"? Can you wait until a newcomer "has an internship" after which there is a chance to hear: "Nah, this job is not for me"?
So here it is! Such a “litmus test” is the “sales book”.
Nothing stands still - everything evolves! Our business is developing, our customers are developing, the offered goods are being modernized, the approaches to work are changing. What was unique yesterday trade offer- is now considered the norm in the industry. How to manage to adjust all these standards and regulations, how to respond to external changes with lightning speed?
Keep your business in shape you will allow the "sales book"!
Every day, our managers, performing their professional duties, gain invaluable experience: they find new solutions for effective sales, initiate changes in the sales system, open up new opportunities for concluding deals ... Where to accumulate this knowledge and findings? That's right - in the "book of sales."

The main advantage of the "sales book" is that you get a tool for organizing a self-developing sales department.
About principles:
There is no form or strict plan to create this document. This is its essence. The main principle is that the document is “live”. It is constantly changing, supplemented, both directly by the head and employees of the sales department. This form of experience exchange has a positive effect on the formation of team spirit in the company. All experience and knowledge is stored in one place: all the techniques, all the answers to questions, the best objection handling and effective speech modules - everything “that is acquired by overwork”.
About structure:
The Book of Sales is based on two sections:
1. Organization of the sales process
2. Principles and techniques of sales
In the first part, you indicate all the schemes of interaction with the client: who is the client for you, what does he look like, how to work with him, the client's path, what documents to fill out, where to place them, pricing principles, USP, customer loyalty incentive programs, etc. . In general, everything related to the sales process is contained in the first block.
The second block is devoted to the principles and technologies of sales used in your company. For example, cold calls. It describes in detail what they are and how to do them.
Example:
Section 3.14. "cold calls"
Description: "cold calls" - a tool to attract new customers to our company. "Cold" because the potential client is not waiting for our call, and did not consider the possibility of cooperation with us. Blah blah blah…
Scheme:
1. Greeting - presentation
Script: Hello, my name is….
2. Explain the purpose of the call
Script: With whom can I discuss...
3. …
4. …
In short, yes.

The main thing is that you describe in detail all the algorithms and specific scripts, preferably with an explanation: why we say it this way, what technique we use. To pass the awareness of the seller of what he is doing.
Writing a "sales book" is a very creative process. I have come across "sales books" in which both the organizational structure of the department and the description of business processes are built in, and standard forms reports. Such a construction of a “sales book” is, in fact, very convenient. I'm sure that, after some time, commercial organizations completely abandon the standards, regulations, instructions and other bureaucratic "pornography". Personally, in my business, I have already abolished many documents. The simpler, the better and more effective. After all, it's no secret to anyone that "everything ingenious is simple"! Is not it!?

6. Provide customer feedback.

How do you know what YOU are doing wrong? How to improve the work of the company so as to satisfy not only your needs, but also take into account the wishes of customers? How do I know: what makes my company better than others?
Ask your clients about this.
Many clients, in addition to cooperation with your company, have one or more suppliers, that is, they work with your competitors.
Clients, like no one else, know the state of affairs in the market. Who and what offers, in what terms and how they deliver, what will be new and when, and a lot of other information is circulating in the client environment.
"Feedback" is not only a way to find out how competitors behave, what they are doing and what they plan, but also a way to get ahead of them, that is, to use the information received in the development of USP.
Naturally, you should not ask: “Well, what are our competitors doing there? ". The “feedback” questionnaire should contain a question of the following nature: “What changes in the work of our company will allow us to count on an increase in the volume of purchases from your side? ", -something like this. It is possible in other words, but keeping the meaning - why do you work not only with us?
"Feedback" will help to learn about the affairs within the company: about minor problems that are not so significant, but create certain inconveniences in work.
For example:
If your warehouse opens an hour earlier, it will be convenient for 5 of your customers. Agree: it is worth paying extra for a storekeeper for an hour of work, if this is important for so many clients.

So, make a questionnaire for "feedback". Build questions in such a way that the answer is detailed (open questions). Use assessment questions. The number of questions is not critical and depends on the number of customer contact points with your company.
Example:
1. What should be changed in the work of our company?
2. What additional products or services would you like to purchase from us?
3. Evaluate the professional training of the customer service on a 5-point scale.
4. Rate our work.
5. ….

If, when answering a question with an assessment, the client says: “Yes, everything is fine - a solid 4”, - specify: why not five.
Also an important point in the organization of "feedback" is systems approach. That is, it is not enough to call the client once a year, with the question: “How are you?”.

The effect of this tool will be noticeable only in two cases:
1. You will audit customer loyalty on an ongoing basis.
2. Based on the information received, decisions will be made and specific actions will be taken.
Appoint a person responsible for "feedback", allocate a day to collect information and draw up a report. Do not call too often, one call per month is enough. Conduct a flash survey (for example, questions related to employee aptitude and ease of use), and once a quarter do a detailed survey with suggestions and recommendations. Also consider the seasonality of your business if you are selling farms diesel fuel for combines, then in January, call with the question: “What will increase the volume of purchases? ' is a bit silly.
Implement "feedback" and use the information for its intended purpose.

7. Attract customers with cold calls

In b2b sales there is such a thing as "cold calls". This is nothing more than the main tool for active sales to attract customers. Many companies neglect this method of increasing profits, and for good reason. The skepticism is easily explained:
firstly, someone tried to introduce "cold calls" into their sales model, and having not received the desired effect, abandoned them forever;
secondly, the marketing policy of some companies allows them to attract a certain number of customers exclusively through advertising, and in principle this is enough for them. But most likely, I would like more!
In the first case, everything is clear: not knowing how to fly an aircraft, you should not sit at the helm. Illiterate "cold calls" can do more harm to the company than give any positive result.
In the second case, the situation is more complicated: things seem to be going well, the number of customers is growing, what else is needed for business development, but ... Imagine: the managers of the nearest competitor make 100 cold calls per day ... And what do you think: in whose favor will the market share be in another year?

So, in order to attract customers with the help of cold calls, you need to start making them! You ask how? In eight steps:
1. Divide the region in which you work into sectors: if you work for the whole of Russia - divide Russia, if you work for the whole world - cut the globe.
2. For each sector, assign a responsible manager (he may have several more managers subordinate to him, then they divide their sector into several more).
3. Each manager needs to collect all the contacts of potential clients in his sector, and all the necessary information about them.
4. Gather all contacts of your competitors in this sector and information on them.
5. Make a SWOT analysis of the market based on the information received, and develop offer for each sector.
6. Write a cold call script.
7. Assign a plan for the number of "cold calls" per month and per day.
8. Implement a daily report (Excel format is fine) on the results of calls.
In principle, this will be enough for your "cold calls" to work and begin to give positive results.
It should be noted that a systematic approach is essential when using this tool. The first calls will not be as successful as we would like, but everything comes with experience.

8. Structure the negotiation process.

Your manager returned from negotiations, and to the question: “Well, who are they working with now? ”, - replies guiltily: “I don’t know, I forgot to clarify.” How, in this case, you can build a profitable commercial offer - yes, no way. And calling back with a question: “I forgot to ask here ...” is at least stupid.
In general, “I forgot to ask”, “I forgot to clarify” is a widespread phenomenon among business managers. active sales. This is due not only to the qualifications of employees, and the lack of proper experience, but also to the notorious "human factor". Serious workload, irregular schedule, high intensity, sales plan - all this affects the quality of negotiations. Especially if the meeting with the client falls in the evening, when the head is no longer “cooking” and you really want to go home, turn off the phone and go to bed.
I will tell you about myself easy way improve the efficiency of negotiations!
In order for negotiations to be easier, faster, and more effective, use a simple but extremely effective tool -
"questionnaire". What it is?
This is an A4 sheet with a list of questions to ask at the meeting.
How to compose it?
To begin with, it is necessary to write out, in the form of questions, the strategically important information that is necessary for compiling an effective commercial offer:
What suppliers are you currently working with?
- what items does it buy, and in what volumes?
- priority dates?

In general, all information that, one way or another, will influence the formation of the proposal, should be indicated in the "questionnaire":
1. Then these questions must be arranged in the order “from simple to complex”. That is, it is not worth asking at the beginning of negotiations what level of capitalization of their investments when signing the contract, the client expects.
2. Start with simple questions, and better, in general, abstract, not related to the topic of negotiations. Complex questions that require argumentation should be placed in the middle, and towards the end of the list. End negotiations also with simple questions that require a positive answer.
3. Make space between questions to record the client's responses.
4. Try to make sure that your "questionnaire" has at least 10 questions. If their number is less, then there is a risk of missing important details, and besides, such a document will not look serious. The fact is that it is necessary to use this tool openly. That is, during negotiations, you put a “questionnaire” on the table in a beautiful, branded folder, and, without hesitation, use it for its intended purpose, while writing down the client’s answers.
This tool will allow your managers to structure the negotiation process. Meetings will be held in the "channel" they set. Why they will easily control the course of negotiations, and their duration. Such a "questionnaire" shows the client that your employee is not an ordinary manager, but a well-trained professional, and he is here to solve the client's questions. The document lying on the table disciplines the opponent. The seller, on the other hand, feels confident at any “cost” of negotiations.

9. Check what your sellers are doing.

Look closely at your sales force. Are all managers now at their workplaces. Probably not. Someone is at a meeting, someone is on a business trip, someone is at lunch, and someone left, on behalf of the accounting department ... or went to the stationery store for paper ... but you never know how many other things in the office that can be lost on an hour or even an hour and a half.
It is possible that some types of work indirectly affect the results of sellers: preparing a contract, mailing correspondence, preliminary calculations, booking a hotel or tickets. But if all this takes at least 20% of the seller's time from the main work, then you will lose at least the same amount in profit.
You pay the manager a salary - this is the amount that is the payment for everyday mandatory operations. You also pay a percentage of sales - this is the premium part for its immediate results. But in practice, you pay for his trips to the store, and long calculations of the cost of the first batch, and registration accompanying documents, and a lot for what else you pay, not even suspecting how much money is passing by.
But the most interesting thing is that the question: “Where have you been? ", - they will answer you, with full confidence in the eyes and voice: “So the paper ran out, the delivery will take a long time, but we need it urgently - so I ran away quickly ...” (1 hour). The congruence of what is happening will confuse anyone, but ...

In any case and under any circumstances - the SELLER MUST SELL!

If this is not the case, you are losing money. Even if the manager is the only one who can go for the ill-fated paper, let him go Chief Accountant Otherwise, he won't find a job in the future. By the way, from an accountant, especially the main one, you can hear the opposite: “This is not the task of accounting”, - remember, this is your accounting department, and YOU pay them, so what they will do is up to you to decide, this is so - by the way.
How to solve this problem?
First, you need to find out: how much "working time" the sellers spend "left". This is done with the help of working hours. Every day, managers must fill out a form in which they record everything, absolutely everything, the operations that they do during the day (the more detailed, the better). Opposite each operation, they put the start and end time of work on it. This must be done within a week, at least. Most likely, you will not wait for applause from your employees when you tell them about the innovation, this is normal. Explain that this is being done for their own good, and you just need to understand: are they overloaded, that the measure is forced and only for one week, in the end: “I am the leader, and I decide whether this is necessary or not.” Yes, and more, the data must be submitted daily. In the early days, literally stand over them, checking the filling.
This simple tool will allow you to seriously discipline managers - many unnecessary things will go away by themselves.
Secondly, according to the data obtained, it is necessary to divide the time spent directly on sales (cold calls, meetings, preparation for negotiations, repeated calls, presentations, etc.), and on operations that are not typical of positions. If you get more than 10% of the "left earnings" you need to take action. Which?
Everything that is not related to sales, and which was discussed a lot above, does not require special qualifications and deep knowledge. Accordingly, such work can be performed additional employee, with lower wages (usually a small salary).
For example, when making calculations, one manager spends 25% of his working time “left”. On average, one seller sells for 100,000 rubles per month, spending 75% of the allotted working time on this. So you don't get
approximately 33,000 rubles per month. This 25% can be outsourced personal assistant. Hire a secretary manager, or an administrator, or whatever you call him, for a minimum salary (15,000 rubles, for example, for a part-time student is not bad money), and this secretary can work for two, or even three managers: preparing documents, answering on the email making simple calculations, agreeing on the time and place of the meeting, booking tickets, hotels, etc. She will do anything that robs the manager of precious capital - the time you pay for.
An assistant, for 15,000 rubles, will pay for itself in the first month, and your salespeople will like this form of work, when you can prepare papers for signing a contract without waiting for the end of the meeting.
By the way, more about the benefits of timekeeping of working hours. Pay attention to the amount of time spent on reporting, it should be no more than 15 minutes a day (if the reports are daily).