Промышленный лизинг Промышленный лизинг  Методички 

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4 Identify and reduce perceived risks. Help customers define the perceived risks. Then help them resolve those perceived risks.

4 Negotiate creatively, but only when you have to. Avoid negotiating by coming up with creative solutions that dont have a financial impact on the profitability of the sale.

SALES TRUTH 13: You can often make the sale without lowering your price.



sales trap 14:

Its Possible to Sell Anything to Anybody

She can sell ice to Eskimos is the compliment, meaning that shes a good salesperson. She can sell anything to anybody is the idea. This is a fallacy. A salesperson who persuades and pushes wont sell anything at all. If you believe this fallacy, you arent creating value for your customers.

This fallacy is echoed in a myriad of books on the market, such as How to Sell Anything to Anybody by Joe Girard and You Can Sell Anything by Telephone! by Gary S. Goodman. In the real world, sales dont go through if the salesperson pushes too hard. It doesnt follow that if you push harder, customers are going to buy more. Theres a simple reason for this: The buyer has to need the product or service. In a high-ticket sale, prospects will not buy unless they see value in what youre offering.

PUSHERS AND PULLERS

This sales trap also ignores the analysis of top sales experts, who believe that salespeople come in two basic personality types. Salespeople come in two types-pushers and pullers, says sales researcher Neil Rackham.20 Pushers are defined as those salespeople who dump a lot of information on their customers (see Sales Trap 11). Says Rackham, In the push style, the energy comes from the persuader, who tells. Because the push style is about telling, its easy to practice and repeat. You get really good at a presentation when youve made it 100 times. So push sellers gravitate to a standard pitch that becomes overpracticed and therefore hard to change. The push style requires power, with expertise or knowledge being a type of power. 21

In the pull style, on the other hand, the energy comes from the customer through the questions the seller asks. Pullers elicit infor-



mation from their customers by asking lots of good questions, then customize the solutions around what customers say they need. The pull style takes more time, so its less suitable for short sales.22

PUSH STYLE. Which style works better? The push style works in trans-actional sales, characterized by:

A Customer perception that the risk of a wrong decision is low

A Low purchase price

A One visit to secure the order

A Maximum customer coverage at minimum cost

In sales of this type, customers have a casual attitude toward the sale and say to themselves, So what if my decision turns out bad? I wont lose much money. I wont have invested a lot of time. My decision has no serious or lasting consequences or risks for me. Lets say, for example, that youre approached by a telemarketer to subscribe to a magazine. If you say yes, what will you have lost? $19.95? Five minutes of your time on the phone? Lets say you decide you dont like the magazine. Usually you can cancel immediately without any payment. All in all, your decision is low-risk. People in such situations often buy on impulse-and without needing what theyre buying-because the buying decision is small-impact, simple, and low-risk. The push style is perfect for these sales because, although it doesnt create value, this type of sale doesnt require a lot of value.

PULL STYLE. The pull style works well when the total perceived cost is high. (See Sales Trap 12, Youre Selling Value Versus Price. ) The pull style works in larger, more complex consultative sales. In such sales, if the salesperson doesnt do an effective job of pulling



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