How to learn to sell? Why do some people manage to charm customers so much that they eagerly buy even things they don’t need, while others just look sadly at the backs of customers who leave empty-handed? Selling is an innate talent or is it a skill that comes with experience? We will try to determine its nature and help bad traders learn this science.
How to learn to sell a product
How to successfully sell something to someone without experience in this area? I would like to say “easy”, but you have to work hard. Now everyone is engaged in trade: from the heads of large companies to ordinary consultants in small shops.
Trade makes people equal: people with three “crusts” about higher education and those who after school set off on a free float can become successful in it. Everyone has almost the same chances of becoming a brilliant specialist. In addition to the opportunity to put together a good career, the “engine of progress” promises good income.
Shops (of any specialization) are taking over the world. Have you noticed that they consistently appear, regardless of financial crises or natural disasters? If things are so bad that the store closes, then another immediately appears in its place, deciding to also try his luck. Tough competition is the main condition for the development of trade. Sometimes it seems that there are more stores than people. This is not surprising, because every second person suffers from materialism, and trade and advertising, having united into a magnificent duet, unobtrusively forced to buy something without which it is quite possible to live for another hundred years.
There are more than enough vacancies in the sales sphere, so many try their hand.
So the ability to sell comes over the years, or do you still need to be born a “huckster” who, in early childhood, exchanged candy for dummies in kindergarten?
Both the first and the second. Some really have a unique gift and can literally “sell” the product and a bunch of additional things that will go to him in the kit.
Others do not know how to sell, but they successfully learn it. It is easier for people from the first category to adapt to the profession. People from the second category will go through hardships to the stars. Sellers are classified into three types:
Indifferent (Learn to Sell). As a rule, they do not have such a pleasant incentive as “percentage of personal sales”. They are not particularly interested in selling as much as possible, but sometimes they perk up at the opportunity to weigh on the visitor or “forget” about the discount that applies to the product.
Enthusiasts (Learn to Sell). Sometimes you want to run wherever you look from these sellers. Everyone has seen this: from the doorway, they start annoyingly offering goods or announcing a long list of current discounts. The worst thing is to get into his clutches during the “siesta”, that is, to become the only customer in the store. These sellers, like flies, stick around the client, and after his requests to give him a calm choice, they will follow him in a funeral procession with a lag of a couple of steps. It is almost impossible to make a balanced purchase, study the characteristics of a product, and make an independent choice with such sellers. In defense of the enthusiasts, only one thing can be said: they have gone through a serious drill and they are required to do just such a behavior. Not a very competent marketing ploy on the part of the management, but the blame for the importunity of the sellers lies precisely on his shoulders.
Well-trained (Learn to Sell) . These sellers greet buyers with a benevolent smile and make it clear that they will hang around nearby and just whistle / snap their fingers / wink / ask about the same robe, but with mother-of-pearl buttons – and they are right there. They will never impose their society on the customer, but they will readily tell the detailed characteristics of the product at the first request and even clearly show 101 ways to use it.
Of course, everyone wants to be a serious seller from the third category: an unobtrusive assistant for the buyer, beautifully realizing his talent. Statistics inexorably suggests that not only the quality of the product is important for the buyer , but also the level of personnel training. Fake smiles and “groveling” subservience to the client can only please those who suffer from a strong inferiority complex.
The first thing to work on is the mental attitude. The result largely depends on what you mentally prepare yourself for. To start the first working day in trading, you need to undergo express training, which consists of five stages:
Set a realistic goal. The emphasis here is on the word “real”. You don’t have to set yourself impossible tasks from the start. You won’t be able to achieve them anyway, and the annoyance of failure will give even a good working day an unpleasant aftertaste.
Imagine what you will have if you fulfill the goal. Here you have to work with imagination. Realize the money that you will be paid for the goods sold. Imagine buying yourself a new phone / set meal / nice hat with them. Let this image unobtrusively loom somewhere in the depths of the subconscious and spur you to move on, improve in a new profession and enthusiastically take on each customer.
Realistically assess your capabilities. Divide your personality traits into two categories: strengths and weaknesses . Without a twinge of conscience, actively use the former during work and tighten, train the latter.
Leave a load of personal problems outside of work. If you keep thinking about how to fix the outlet in the bathroom, make peace with your husband, or what to do with a cat that has gone crazy on the eve of spring, then you will not be able to sell anything. At the same time, you will have to listen to the buyer’s complaints about his problems.
- Find a balance between sycophantic servility and smug self-confidence. You don’t have to grovel in front of customers, keep your self-esteem . It is also impossible to behave as if uninvited guests came to your house.
- Develop in yourself qualities that will be useful for any seller: sociability, benevolence, restraint, the ability to navigate difficult situations.
Another important nuance is a disposable appearance. If you have a typical face of “gangster appearance”, and a polite smile inevitably turns into a crooked grin, then you will have to work on it for a long time or go to work in a warehouse where you will not have to constantly contact people. Train in front of the mirror: you should have a couple of smiles in stock for all occasions.
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How to sell a product correctly: practical advice
To learn how to sell, it is not enough to make a few grimaces in front of the mirror and mentally prepare for a bloody battle. You will have to look for clues at the workplace itself:
Study the characteristics of the product carefully. Alas, high quality products are found only in “select” stores with a high price tag. Usually sellers are forced to maneuver between honesty and the need to hide product flaws. If you are a person of crystal honesty who cannot bring himself, if not to lie, then at least masterfully refrain from speaking, then you will not be able to succeed in trading. Customers will thank you and even be imbued with confidence, but this will not bring income to the store.
Find yourself a mentor. Choose your senpai from local centenarians. He should know every thing on the shelves by heart and tell stories about how good it was “before” when the business was just opening (the boss was kinder, people were simpler, there were less goods). This person, who has eaten more than one dog in his business, can become an invaluable storehouse of useful information.
Observe how other sellers behave. It is useful to establish surveillance not only of successful colleagues, but also of losers. From the former, you can adopt the manner of speaking or some special tricks. The second will clearly show how you should not behave.
Learn to listen to customer feedback. The problem with bad salespeople is not hearing what their buyers say. Such representatives of the trade approach the product exclusively from their position. For example, if they like the combination of black and purple, then they will offer phone cases / bags / blouses in these colors. And the buyer loves acid green and bright orange, and even in flowers, stripes and galloping zebras riding hippos. And he even said about it a couple of times, but the seller continues to “bend his own”, explaining how stylish his favorite combination looks. The seller may be a thousand times right, but trading is a special world. He lives by his own rules, and the buyer is always right here, even if he is absolutely wrong from the point of view of a sane person. If you cannot come to terms with this truth, then you will have to find another, more suitable profession for yourself.
Never classify buyers who drop in at your light. First, it’s just impolite. Second, it is shortsighted. You never know what kind of chubby wallet might be hiding under that worn coat. Modern rich people are quite eccentric and often in appearance it is difficult to distinguish them from ordinary people without a permanent place of residence. In shops with quality service, management is vigilant about their staff and does not allow them to divide customers into castes (unless it is, of course, India).