Identification of the client's needs by the sales consultant. How to identify real customer needs using indirect questions and in-depth interviews

To successfully implement a marketing strategy, it is very important to understand the motivation of customers that encourages them to purchase the goods or services you offer. In this post we will look at the most obvious examples of questions for . This is a key aspect when forming a working business concept.

How does this work

Marketers believe, and one cannot but agree with their opinion, that a well-formulated question is a decisive factor in helping to understand the true need of the client.

Of course, there are alternative methods for obtaining this information. For example, sometimes it is enough to simply analyze how one or another reacts to a similar product. However, this data is usually not enough, so it is better to ask questions. And then, based on all factors, form your own.

Interviewing tactics

There is an expert opinion that for a successful survey it is important that closed questions at the beginning and end of the process are eliminated. This is done so that the opponent cannot say “no”. In addition, the questionnaire should be unobtrusive so that the person does not feel like he is being interrogated. Adhering to these rules is especially important in the case of telephone interviews.

For a successful interview, it is important that closed questions at the beginning and end of communication are excluded.

Typically questions are used to achieve the following goals:

• Increase the client's sense of importance.
• To monitor the sales process.
• To understand the client's needs.
• To understand the mechanism of formation of a negative position of clients regarding goods/services.

If the research is not carried out at the enterprise retail, and, say, in a service organization, a list of questions can be formulated in the form of a questionnaire.

Examples of errors

The most common mistake that leads to failure at the beginning of a conversation is asking a question like “Can I help you with something?” This closed type a question that, in most cases, leads to a negative answer. After this, it is quite difficult to continue the conversation. To avoid this, it is advisable to first ask open-ended questions that encourage the client to continue the conversation. For example, you can introduce yourself and find out what interests the client. Here are several options for good questions that can be used in sales:

• What style do you prefer... (in a clothing store).
• Who are you buying for... (in an electronics store).
• What models do you like... (in an electronics store).
• What would you like... (universal).

This list is not complete, but according to professionals, when a salesperson uses these types of questions, in most cases, trust is created between him and the client, which is the first step towards achieving the goal.

We hope that this publication was useful for you, and the information obtained in it will allow you to more subtly understand the essence of your activities and formulate accurate questions that identify the needs of your customers and form effective strategies sales

The basis of any action a person is such an objective factor as need. A need can be defined as a need or desire for something that has not yet been received (in our case, not purchased). U different people there may be different needs, which, however, can be in a certain way systematize.

As soon as a person satisfies one of the important needs, it ceases to be the main, driving motive for a certain time.

Dominant- dominant factor, main feature, most important component anything.

The consumer remembers only that information that supports his beliefs and dominant beliefs. at the moment needs. We can note a whole range of needs that are determined by various types of activities of people at home and at work.

Motive- an internal force that motivates a person to behave in a certain way.

People's motives are based on such fundamental needs as food, rest, spiritual development, working and living conditions and have a strong influence on their behavior. Sometimes motives are called impulses, needs, demands, internal tension, volitional aspirations. In any case, people constantly strive to satisfy these internal, sometimes contradictory, impulses.

An important role in the process of motivation habits, customs, skills, value systems and tastes of consumers play a role. Representatives of each social group and each person develop their own value system in the course of life. For example, for clients under 25 years of age, the bank can develop new loan products with more favorable conditions, but for smaller amounts than for more mature clients. We can separately highlight products for students, and also take into account that consumers of car loans are primarily men.

The customer does not buy the product or service per se. The client buys a solution to his problems, satisfaction of his needs.

There are 5 basic human needs (according to A. Maslow’s theory):

Physiological needs (food, water, warmth, shelter, sex, sleep, health, cleanliness).

The need for safety and protection (including stability).

The need to belong to social group, involvement and support. In this case we're talking about about partner, family, friends, intimacy and affection.

The need for respect and recognition (self-esteem, self-esteem, confidence, prestige, fame, recognition of merit).

The need for self-expression (realization of one’s abilities and talents).

Financial security- every person is afraid of poverty and material losses and strives to overcome them. It is expressed in the desire to save and increase wealth.

Emotional safety necessary for a person to feel comfortable.

Need for comfort. As soon as a person reaches a minimum level of security and safety, he begins to strive for comfort. Need for image. The client focuses on the attractiveness and prestige of the product.

Need for free time. People want to relax as much as possible and look for any opportunity to stop work and relax. The same product can satisfy different needs. For example, bank card. One person uses to withdraw cash. For others, it is an element of image and an indicator of belonging to a certain social group.

If a client purchases something, it means he has an actualized need. Don’t think that when purchasing, only one need will be satisfied. Just one of them will prevail.

Based on these needs, we can formulate a unique trade offer for the client. And to find out the needs there is the easiest way - ask the client questions.

At the beginning of the meeting, you should not immediately attack the client like a passing train with your product or service. This is ineffective and unprofessional. Offering benefits “blindly” is like shooting in the air. For targeted sales, it is necessary to know the interests and needs of the client in order to offer exactly the benefits of the product that he needs.

Interests (motives for purchasing)- these are the reasons that determine why a client wants to purchase a particular product or service.

Before offering something and convincing of it (that is, immediately giving a lecture about the product), “probe” the client regarding his desire and ability to make a purchase.

Remember: only 20% of buyers know what they need (what product, at what price, for what purpose, and so on), the remaining 80% are in less certain states, they want something, but don’t know exactly what, some thing good product, you need to think about whether it is profitable to invest money in it ( Pareto principle).

Task: listen to the client and identify dominant needs. Ask questions, clarify the information received, retell it to make sure that you understood everything correctly.

Not a single client fully knows what exactly he wants to buy. It often happens that a client buys a product that costs much more than he expected before visiting the store.

Therefore, the seller’s task- listen to what the client wants, and sell him the product that is in stock and at a price favorable to the company. Moreover, we are not talking about deceiving the client at all, as it might seem at first glance. A sales consultant can divert the client’s attention to a more expensive product - a “gold card”, by telling about it competitive advantages compared to cheaper ones. But the choice in any case remains with the client.

To identify a need, use the “active listening” technique, when the seller asks several clarifying questions, the purpose of which is to “talk” the client, listen to him carefully, and often nod his head, “assent”, “hoot” - this way you will show that you are listening attentively.

Open questions imply receiving a detailed answer. They cannot be answered in monosyllables, “yes” or “no.” As a rule, they begin with the questions: What? Who? How? Where? How many? Why? Which?

Open questions are needed to:

Obtain additional information from the client;

Create a comfortable situation to maintain contact;

Take the first steps towards identifying a need.

Examples of open questions:

- “What is important to you when renting a safe deposit box?”

- “Tell me, what requirements do you have for this contribution?”

Advantages of open questions:

Encourage the interlocutor to answer without limiting him in anything;

They orient a person to think, analyze his actions, stimulate the birth of thoughts that may not have previously occurred to him;

They give the interlocutor the opportunity to voluntarily convey information, talk freely about their feelings, and comment on events;

They force the seller to listen and observe carefully.

Disadvantages of open questions:

They can provoke a long response, so they cannot always be used under limited time conditions;

Can confuse an interlocutor who is not used to answering general questions;

May cause a confusing and chaotic response that is difficult to understand;

They conceal the need to ask clarifying questions, interrupting the interlocutor, which can offend him and lead to difficulties during the conversation.

It is advisable to ask open-ended questions:

At the beginning of negotiations;

To move from one topic to another;

If you need to make your interlocutor think;

When it is necessary to find out the interests and needs of the client;

If you want to revive and strengthen the energy of the client's awareness of a certain phenomenon;

If you want to determine the reason for the client’s refusals and doubts.

All questions The questions you ask your client should promote constructive communication and be business-like and friendly in nature. Good question, given in a rough form, will not only destroy the established contact, but can also lead to the failure of the deal.

However, open-ended questions allow the interlocutor to avoid a specific answer, provide only information that is beneficial to him, and even lead the conversation aside. Therefore, during a business conversation, it is recommended to ask, in addition to open questions, other questions.

Closed questions should be structured in such a way that the choice of possible responses from clients is limited to two words “yes” or “no”. They limit the field of possible answers. Used for surveys.

Closed questions are good at the beginning of a conversation and in all cases when you simply need to get an affirmative answer or establish specific facts in order to plan your further actions. “Yes” or “No” of the client are peculiar switches of your efforts in the appropriate direction.

Examples of closed questions:

- “Are you satisfied with our offer?”

- “Perhaps you need additional information?”

- “Are you satisfied (suits you, do you like) ...?”

- “Can I proceed from the fact that your final decision depends on clarifying the question of...?”

- “Would you mind if...?”

A closed question should be asked if:

Your partner is very reserved and does not actively support the conversation;

You need to get a short, unambiguous answer;

You want to quickly check your partner’s attitude towards something;

You hope by asking a series of closed questions to obtain the information you need;

You want to make sure you understand the other person correctly.

Closed questions can also be used to encourage positive responses from the client by appealing to generally accepted values.

For example: “Would you like to have reliable guarantees?”, “Quality is important to you, isn’t it?”

This technique is useful when the client is negative, has doubts, or simply does not have enough information to make a decision. The consent obtained in this way softens his attitude to always tell you “no” or “I don’t know.”

Closed questions are high-risk questions. They impose additional obligations on the client, and he does not like this. Therefore, they are not recommended to be asked at the initial and final stages of the sale, or should be done with extreme caution.

A very common situation is when, when a client enters, the salesperson asks: “Can I help you with anything?” And in most cases, the client answers “no,” although he may need help.

A type of closed question is a “tailed” (leading) question. This question guarantees a “yes” answer, since it assumes a programmed answer in the direction you want.

This question consists of 2 parts:

The first part includes a statement with which anyone normal person will agree;

The second part is various types interrogative connective

Examples of “tailed” questions:

- “Nobody wants to overpay, right?”

- “Would you mind if we look at another option?”

- “Are you interested in purchasing a quality product?”

In sales, it is very convenient to first use open-ended questions (they allow you to find out whether the client is interested in your offer), and then end the sale with closed questions (they specify the expressed interest).

Ask questions in short and clear terms (the shorter the question, the more likely it is to be answered).

So that questions are not perceived as prosecutor's interrogation, soften them by intonation, as well as with the help of introductory words-shock absorbers: “Please tell me how ...?”, “Could you clarify what ...?”) Sometimes it is appropriate to first ask permission to ask questions: “Can I Shall I ask you a few questions?”

Be sure to wait for the answer to your question, Never interrupt a client’s pause yourself. This is his problem of “thoughtfulness”, and for you it is an opportunity to get the most useful information. So be patient and wait! Do not violate the “moment of truth”, while showing maximum respect for the client.

Monitor the construction of questions. Don't question a person's competence. For example, you ask a client if he is familiar with planning methods. On the one hand, you didn’t ask anything offensive, but on the other hand, you questioned his competence in this issue. And he can hear it, on a subconscious level. Reframe the question: “What planning methods do you prefer to use?”

When asking questions, do not follow the client’s lead and do not impose your opinion on him. Be his friend, guide and consultant.

Alternative questions (choice without choice) suggest several (usually two) possible options the client's response, each of which suits the seller.

Alternative questions can be successfully used at any stage of the sale. For example, using alternative questions on a neutral topic, you can get your interlocutor talking and unobtrusively identify his needs.

Examples of alternative questions:

- “Will you draw up the contract yourself or let our specialists do it?”

- “Would it be convenient for you if we make an appointment on Wednesday or Friday?”

By asking alternative questions, the salesperson can focus the client's attention on two or more options. This makes the decision easier and makes the selection process easier.

Alternative questions use:

When summing up intermediate and final results;

When discussing plans for further work;

To encourage indecisive clients to make a decision;

In order to reassure the client and allow him to choose the best option for further action.

When formulating alternative questions, it is very important to offer the client options that are truly acceptable to him. Otherwise, the client may mistake this seemingly harmless alternative question for manipulation.

The point is that with the help alternative question the client is programmed in a certain way for the choice procedure, becomes isolated on this process and rarely realizes whether he needs to make a choice at all.

Even fairly psychologically literate clients do not always realize the veiled manipulation at the time of sale.

Of course, if the client is completely uninterested in your product, no manipulation will help you. And if the client understands the difference between the products offered, then this is not manipulation at all, but only a way to slightly push the client to make a decision.

To identify client needs, the seller asks him questions. Guiding Questions are deliberately constructed in such a way that the client, when answering them, agrees with the statement voiced by the seller.

Typically, leading questions are asked when attempts are made to somewhat veil it so that the client does not understand that he is being pressured.

But a competent client may suspect that they are trying to manipulate him, and a leading question may cause internal resistance in him.

Examples of leading questions:

- “You know, this is usually what they do in this case, and you will probably agree...”

- “What if we assume...”

- “You will, of course, agree that...”

- “You probably don’t want…”

- “If I understand correctly...”

- “Are you sure that...”

Leading questions are distinguished by a special interrogative intonation and usually include the words:

Of course, isn't it, too, really, isn't it.

To summarize the conversation, when the client will probably give an affirmative answer;

If you want to bring the conversation back to business with a talkative client;

If you are dealing with an indecisive client;

If you need to force the client to confirm his belief in the profitability of your offer (if you talk about it, the client may doubt it; if the client says it himself, he will believe it).

When asking a leading question to a client, always address him by name:

- “Elena Arkadyevna, doesn’t what I offer you coincide exactly with your interests?”

- “Sergei Ivanovich, aren’t you with the fact that...?”

- “Besides, Anna Valerievna, you and I are probably unanimous in our opinion that...?”

You should not ask leading questions when you are analyzing the client's needs, since they do not provide new information.

With the help of leading questions you can see and understand client's wishes and needs. Moreover, all decisions that the client makes under the influence of questions asked by the seller logically follow from his own reasoning.

The leading question sounds very intrusive. It almost forces the client to acknowledge or agree with the seller's statement. Therefore, you need to use leading questions with extreme caution. And don't forget to make sure that asked question evoked a positive reaction from the client.

Clarifying (half-open) questions involve receiving short, laconic answers from the interlocutor. They should be asked if you are not sure about something or if you have doubts whether you understood the client correctly.

Purpose of clarifying questions- restore omitted information, find out the interlocutor’s personal understanding of some issue, double-check what he said during the conversation.

Clarifying questions are necessary to:

Get specific information;

Specify customer need;

Bring the client closer to a purchase (to completing a transaction).

Clarifying (half-open) questions include the words:

- “Do I understand correctly that...”, “Why?” - one of the best clarifying questions, “That is, ....”,

- “You mean...”, “You mean...”.

Examples of clarifying (half-open) questions:

- “Do I understand you correctly that you would like to buy a gift for your wife?”

- “Please tell me how much you would like to spend? I ask this question in order to choose the most optimal option for you.”

You paraphrase the client's statement and clarify whether it was understood correctly. The interlocutor will confirm or refute your doubts and may provide additional information.

Do not hesitate to ask clarifying questions if you do not understand something or are in doubt. Believe me, the client will not think badly of you. Rather, you will give the impression of a person who strives to thoroughly understand the issue and not miss important points conversation.

It is very important for the seller be able to listen and hear the client, then the client has confidence that his information was received correctly. In addition, active listening makes it possible to align the positions of the seller and the client.

And finally using active listening technique, the seller stimulates the client to further conversation.

Rules for active listening:

Friendly attitude. React calmly to everything the other person says. Do not allow yourself personal assessments and comments on what was said.

Don't ask questions. Build sentences in affirmative form. Pause periodically and give the other person time to think.

Don't be afraid to make wrong assumptions about the feelings experienced by the interlocutor. If something is wrong, the other person will correct you.

Maintain eye contact. Let your eyes be at the same level as the other person's.

If you understand that the interlocutor is not in the mood for conversations and frankness, then leave him alone.

Active listening techniques:

"Echo" reception- verbatim repetition by the seller of the main points expressed by the client. Repetition begins with introductory phrases:

“As far as I understand you...”, “Do you think that...”, “Do you want to say that...”, “In your opinion...”

Summary- summing up all intermediate agreements or combining the speaker’s thoughts into a single semantic field into a single semantic field:

- “Thus, we found out that the important criteria for you when choosing are...”

- “Summarizing what you said, we can come to the conclusion that you would like...”

- “So, you are interested in...”

- “The most important thing for you in choosing this product...”

- “So, we have decided - one..., two..., three... And now we just have to decide last question: When you purchase this item and enjoy its quality. Because I see you liked her.”

Logical consequence- drawing logical consequences from the client’s statements, further development meaning expressed by the client:

- “Based on what you said, product warranties are important to you...”

- “If I understand you correctly, it is important for you that we deliver the goods to your warehouse...”

Clarification: you ask to clarify certain points of the client’s statement:

- “This is very interesting, could you clarify...”

- “If I understand you correctly, you think that...”

- “Could you clarify what it means to you... (fast, expensive, high quality...)”

- “If it’s not a secret, on what basis did you come to this conclusion?”

- “Please be honest with me, what doesn’t suit you completely? (Are you in doubt about something? Is something bothering you?).”

Listening (empathy)- this is joining the interlocutor on his emotional (empathic) level to create a trusting relationship with him through the most accurate reflection of his feelings, emotions and experiences.

On the verbal level:

- “In your words, I felt doubt (anxiety, mistrust, concern...).”

- “It seemed to me (it seems to me) that you were excited about something.”

- “I see that something is bothering you (Is something preventing you from making a decision? Maybe you need additional information?).”

Take pauses, take your time with questions, let the client speak or inspect the product.

Use encouraging statements:

I absolutely agree with you

You noticed correctly,

This is very important (interesting)

Wow! I didn't know! If possible, tell us more about this. This is very important for me!

At the non-verbal level, you need to join your interlocutor using:

Facial expressions reflecting the speaker’s feelings (indignation, anxiety, surprise, fear...);

Mirroring gestures, slang, intonation;

Correct eye contact;

Feeding the body forward;

Attentive facial expression.

Use these simple techniques active listening in your work, and your work with clients will become more effective.

Sales script

A sales script for banking products and services is a certain sequence of actions of the bank manager, a kind of sales scenario banking services, prepared in advance step by step plan, the purpose and main task of which is to conclude a transaction with the client.

Very often, bank scripts are developed for a specific product, promotion, etc. For example, there is a script for communicating with a client for the purpose of selling a consumer loan, credit card, deposit, or non-state pension fund agreement. In addition, cross-selling scripts and cold calling scripts to clients in order to offer bank services are very common.

Besides global goal scripts solve the following tasks:

Increases the confidence of sales managers;

Allow you to quickly navigate and be prepared for any answer or question from the client;

They help you think through the main points of the conversation and your behavior at key points in advance.

To write an effective script, or scenario, for sales of banking services, it is important to adhere to the following recommendations:

1. Before drawing up a script, determine a clear goal, which banking product and which target client you will offer, write down the main properties of this product and translate them into benefits for the client (use benefit language: property - characteristic - benefit);

2. Write a script for each stage, think it over various options the client's response to your questions and be sure to indicate the actions of the bank manager in each scenario. This is necessary so that the manager is prepared for any “turn of events.”

Identifying needs

The heart of any sale - problems and hidden needs of buyers. The main task is to understand them. Neil Rackham

Who is medical representative for the doctor - this is an actor, and a confessor, and a psychologist, and an ally, and a friend.
Without creativity, impromptu, spontaneity, a positive attitude, drive, words and actions, not a single deal can be completed.

How to get a doctor to confidential conversation and sell? Just talk to your doctor and then maybe he will reveal his secret needs to you. Naturally, knowing the doctor’s needs, satisfying them is a matter of technology.

The main task of the medical representative - ask the right questions to the doctor and listen actively. I talk 10% of the time and listen 90% of the time ( golden rule for a medical representative).

The doctor himself knows best the needs of the doctor, so the smartest thing is to give him the opportunity to talk about it.

How? - Asking questions and listening to answers.

Reasons to ask questions:

To make the doctor feel important

Control the sales process

Understand the doctor's needs and desires

Find out possible objections and respond to them

There are different questions:

Open - those that begin with question words: when, where, why, etc.,

Alternative - offer answer options

Closed - the choice of answer is limited to the words “yes” or “no”.

Open questions:
Open questions help to get the doctor talking, make him feel important, create a comfortable situation for maintaining contact, and take the first steps towards identifying a need.

Open questions require a detailed answer; they cannot be answered “no” or “yes.”

Mistakes that medical representatives often make are asking several questions at once, not listening to the answers, not listening to the answer, starting to talk, not asking questions at all.

After asking questions, you must pause for the client to answer.

Examples of questions:
1. What do you focus on when choosing a drug for the treatment of rhinitis in the first place? - identification of needs.
2. What properties should a drug for the treatment of rhinitis have?
3. Doctor, what is especially important for you when prescribing medications for the treatment of rhinitis?
4. Doctor, what guides you when choosing a drug?

5. What effect do you expect when prescribing a drug for the treatment of rhinitis?

6. What do you pay attention to when choosing a drug for the treatment of rhinitis?

Alternative questions:

Questions, the wording of which contains possible answers, they imply quick solution. You are not imposing anything, but simply clarifying.

Examples:

1. Doctor, what form of release? medicine Do you prefer tablets or syrup?

2. Doctor, how many patients with sore throat come to you per day - two or three or more?

3. Doctor, please tell me, do you prefer monotherapy or complex therapy for patients with sore throat?

Closed questions:

They do not encourage detailed communication, but require a short answer “yes” or “no”, i.e. end the discussion.

For what:

Check your understanding

Capture a specific type of interaction

Find out the client's final decision

Examples:

1. If I offer you more effective drug, will you use it in your practice?

2. Doctor, would you like to avoid dry mucous membranes and at the same time effectively eliminate nasal congestion?

Conclusion:

Therefore, it is worth asking the doctor various questions during the sales process. Remember that the sale is controlled by the medical representative who asks the right questions right moment and listens better. When finding out information, we go from the general to the specific, i.e. With each step we try to narrow and specify the area of ​​interaction.
Remember that whoever asks leads the conversation!!!

Identifying client needs– the task is not easy. To find out exactly what customers want, we used three techniques.

A little background. Our company's sales have stopped growing. To change the situation, we decided to shake up the “dormant” customers who had not placed orders for six months and find new ones. We bought a database of organizations. Administrators made telephone appointments with potential customers: company directors, heads of marketing or sales departments. Then we went to these companies and visited 183 organizations. First conversations showed that clients do not give truthful answers to the question: “What parameters do you consider important when choosing a supplier of printing products?” Here's what we did.

Identifying customer needs with sales staff

– Word of mouth is the most effective sales channel. Have you tried handing out flyers with a discount on your next purchase with a “tell your neighbor” tear-off coupon?

Example 3. Questions from afar that were asked to a kitchen manufacturer.

– I saw your promotion “Order a kitchen, get a table and four stools as a gift”, there was a queue trading floor costs!

- Well, it was recently launched.

– And before the launch, how did you communicate information to customers?

– Posting at entrances.

– Let’s make you a trial order of a leaflet with information about the promotion and the rest of the product range. This will increase cross-selling.

Result

We have been using this technique for identifying client needs in an abbreviated form for two months now, with the conversion rate being as follows: we schedule one meeting for every three calls.

In the first two weeks of keeping statistics, the call-to-meeting conversion rate was five to one. The first meeting rarely ends in a sale.

The main thing is to arouse the trust and interest of the decision maker, obtain contact information, identify the client’s needs, obtain samples of the printing materials used for calculations, etc. The sale is made after three or four more contacts.

Copying material without permission is permitted if there is a dofollow link to this page

Instructions

Make contact. Introduce yourself first and learn how to address your opponent. If the client comes to you himself, you should not ask “How can I help?” Better this way - “What interests you?” By doing this, you initiate a desire to think about what exactly interests him. Don't ask purely formally, be prepared to listen. The manner and speed of speech should correspond to the conversation client.

Ask questions. Follow the “funnel” principle - start with general circumstances and move on to clarify the details. Open questions (“Why?”, “For what?”, “Why”) will help you get as much information as possible in a detailed form. Alternative (with conjunctions “or”, “or”) will provide a choice or turn the conversation into the right direction. Closed questions require a clear answer and serve to clarify a position. client, creating certainty. There should not be many closed-form questions; mostly use open-ended questions.

Listen to the buyer carefully. Use active listening skills: ask clarifying questions, encourage your interlocutor, feedback. Get confirmation that you have understood correctly if you have any doubts about this. Do this in pauses without interrupting client. This will show how true needs client are important to you.

Translate your conversation into benefit language. Show that you understand what the buyer really wants.

Please note

Copying gestures and speech patterns should not be too obvious so that it does not look like you are teasing the client.

Do not start presenting your product/service immediately after you introduce yourself to each other.

Useful advice

Address the client by his first or last name more often, depending on how he introduced himself to you. This will help establish a positive connection.

In order for a buyer to purchase a product in your store, a number of rules must be followed. Of course, the favorable location of the store, convenient working hours for customers, and a wide range of products also play a big role. But all these positive factors can be negated if sales consultants do not know how to identify needs buyer How to convince him to use the services of your store. Their work will not be effective, and accordingly, you will receive less profit.

Instructions

Let's look at a specific one. Let's say a person comes in wanting to buy a wall set. How should a sales consultant act so that a potential client is satisfied and almost certainly purchases or orders a wall in this particular store? You should not immediately approach the client with a question about what interests him. Some buyer We would like to first calmly, without rushing, look at the presented samples in order to get an idea of ​​the assortment and prices. But it’s also hardly wise to let things take their course.

Wait a while, and then quietly, politely, ask: “Are you interested in something? Can I help?

When you hear in response that he needs a headset, ask a few additional questions. First of all, ask what overall dimensions (at least roughly) the furniture set should have. In which room does the buyer want to put a wall, because it is one thing to choose a set for the living room, and quite another thing for a child’s room, for example.

Suppose the buyer says that the set is needed for the living room. Then the seller should ask what shape and area this room is, whether the client wants to place the set at an angle, along two adjacent walls or only along one. A very important clarification: should the furniture include a corner cabinet or is this not necessary?