All business operating today in the world is basedon sales. Products and services of various companies from various industries are offered, due to which the exchange of values and the further development of commercial relations take place. It is sales that serve as the source, through which companies move forward. And, of course, the most difficult task faced by any business is precisely how to organize sales.
In this article we will consider the most relevantmethods of sales. We will try to maximize their effectiveness, characterize each of them in terms of effectiveness and complexity in use.
General theory
In fact, there is a huge amountvarious theoretical materials, which describe what methods of sales exist, how to use them, which should be remembered by applying one or the other of them. Still, of course, there are many separate aspects that need to be remembered. For example, one of them is the specificity of the product or service that you are selling. You need to evaluate it not only based on the characteristics of the product itself, but also with the analysis of your direct buyer, his preferences and interests.
That is, it should be noted that the science that studiesmethods of sales, is much more complex than it may seem at first glance. It should study the situation in which you sell, the object that you are trying to implement, as well as the subject who is your buyer. With these elements in mind, let me introduce to you the basic methods of effective sales, which often take place in practice. It can not be said that this is an exhaustive list. In fact, there can be much more similar forms of selling goods. We give only the most common and generally accepted.
Sale through service
Each one of us probably came across thistechnique more often. It consists in the fact that the company provides its customer with a service, due to which the latter makes a purchase. It looks very simple: you come to the store and choose which product you would like to purchase. Supermarket pre-provided you with a service: its employees arranged the goods in a certain order on beautiful shelves, created all the conditions for you to successfully take this product and conveniently took it out on a trolley to your car. Also, various methods of payment for the goods and, possibly, even some bonuses for those who will buy more often and more are envisaged here. This is a classic example of how sales methods work through service.
Such a technique is characterized by high demand forproduct. That is, the best way to sell such units as food, shoes and clothes, some items of the first need. In order to sell something more expensive and less necessary in everyday life, it is necessary to apply other approaches.
Service, on the contrary, works for someA standard template, offering the buyer what he has already seen repeatedly. For example, think for yourself: you like to come to the store and immediately go for the product that is located in a place known to you. You do not like to walk around the supermarket for a long time, searching for bread and milk. Most often on such typical methods of selling goods and oriented stores that work in this area. They also try to provide a high level of service, in order to tie the client to their store, to force him to come here regularly.
Aggressive sales
For goods, the need for which the buyer does nottests, you should use a slightly different technique. It is used in this case to implement some additional products, which the user often did not hear. For example, a store that offers accessories for the kitchen and at home (which constantly broadcasts advertisements on TV) works. Sometimes on the same principle, the methods of selling real estate.
The main thing in this case is to attract attentionbuyer to your product. First you just need to tell him about the product, reveal its positive aspects and potential, indicate how much it will make the life of the buyer easier, how happy it will be if it takes possession of your goods. This approach is primarily aimed at provoking a client's desire. Once you achieve this, he will gladly give his money and take the product.
The disadvantage of aggressive sales is the fact,that today the majority of buyers no longer react to the tricks that traders use. Most often they just refuse to communicate with you, immediately suspecting that you are trying to "vtyuhat" something useless. But in such industries as real estate and cars, this approach can still give an excellent result.
Speculative method
If you do not offer your client duelevel of service and do not want to attack it with your product, you can use one more item included in the list of "methods of sales forms." This technique is called a "speculative approach", and the main principle by which it operates is manipulation It should be noted that in this case psychology is the strong factor that determines if you will buy anything or not, you can do it by your actions so that this technique works or, conversely, easily can ruin the whole thing. What is the conclusion chaetsya principle of its actions?
We all know that sometimes these or those companies make us (as their customers) gifts. Why is this necessary? Do they really expect that we really will go for it?
On the one hand, it seems stupid.On the other hand, numerous practices show that this approach works. Having presented something to the client or congratulating him on his birthday, the company becomes psychologically closer to this person, he remembers it and treats it more friendlier. Due to this in the future, the methodology will lead to new sales and loyalty of this customer.
Sales through counseling
Another interesting way, which also includesin group "methods of retail sale" (that is applied in shops / in the market), is a consultation. Recall how often the seller begins to "diagnose" your problem, for example: "Has your old Internet provider set too high prices? The solution is - go to us and get 3 months of the Internet as a gift! "Or:" Does your car consume too much fuel? Do not worry! We can offer you a new car that is equipped with the most economical engine! "
Perhaps, such situations did not arise in your life, but believe me, companies often focus on the client's problem and point him at it to immediately offer their solution.
This way of selling looks like a consultation. Because of this, this technique and got such a name.
Sales through reputation
Working with the client, quite often companies point toyour age, country of origin or number of satisfied customers who left feedback about the product. You've noticed this, too, have not you? So, all this is done for a reason. Such actions lead to the fact that in the eyes of the buyer a certain reputation is formed about the company. It must, of course, be of a positive nature. And then, as any method of comparison of sales shows, such a producer / brand / shop receives more than its competitors. And it's all about reputation. Having seen that this or that company has been working for more than 20 years, the client subconsciously gives preference to it before younger and, perhaps, less experienced firms and brands. And this is the main instrument of sales through reputation.
Experiments - the key to success
In fact, if you want to find a better waysell your products, use several methods. If you can not do this at the same time, proceed to this kind of "testing" in turn. After all, even a technical analysis of your product and the buyer, as well as the conditions in which sales are made, will not give a guaranteed result. Any practical methods of estimating sales are always more accurate and predictable than some theoretical indicators that may not take into account all the moments. Therefore, any experiments that are capable of giving a real result are necessary.
Comparison of indicators
Of course, after you spend sales withusing different approaches and techniques, you will understand that it works better. And before that, first of all, it is necessary to obtain analytical data and compare them among themselves. This is the only way to understand more precisely which approach helps sell goods better.
Analysis of conditions and results
Используя различные методы анализа продаж (как "Live", and viewing statistics - it all depends on the specifics of your business), you must analyze not only the overall results in their absolute expression. It is necessary to pay attention also to the conditions in which they were achieved. After all, you will agree, the evaluation of market conditions that have developed in a particular niche with respect to a particular product will give you an opportunity to say exactly which of the methods gave a more tangible result. And, of course, using and scaling it, you get the most effective way of selling.
Help in determining: analysis of competitors
Если изучать то, какой подход следует use in sales and how to deal with it, you can find situations where the owner of the business does not know which method he is best to apply. After all, there are quite specific categories of goods that do not lend themselves to such a simple analysis.
В этой ситуации лучшим советом будет указание на competitors. Analyze how your colleagues work with the same type of product and in the same niche, and you will understand where to start. We especially recommend paying attention to the most successful competitors, positioned as leaders in your industry.
Learn Sales
Another important advice that clearly will not besuperfluous, if we are talking about marketing, is constant learning. Believe me, even the leaders of the most competitive business industry, which you can imagine, do not know what works for sure. And no matter how many theoretical materials you read, you will not learn from them any more than as a result of long practical work. Therefore, always train sales. Combine theory and practice - and only so you can achieve meaningful results!
