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How often do I hear sales professionals say that a real salesperson can sell anything. Do you think they are right? Do you need to love what you sell?

On the one hand, a person who owns various sales skills and techniques can really sell any product or service quite successfully, only for a short time. Burnout, inherent in any profession, will come in this situation much faster if a person is not in love with what he sells.

A loving and indifferent seller is very easy to distinguish with the naked eye. You don't need to be a sales expert to do this, you just need to be ordinary person acting as a buyer.

See what happens: we need sellers like air, without them it is difficult for us to cope with a huge variety of goods and services, but you rarely meet a truly attentive seller who is able to offer exactly what you are looking for.

Why do people become salespeople?

You observe such an attitude because in most cases, people go to sell not from a good life. They are only because they need money. Do not take me at my word, but try to understand: at first glance, it is easy to learn how to work as a salesperson, no one requires special education, as before, moreover, they promise to teach everything, and even send them to trainings at their own expense. Since the era of perestroika, when everyone, young and old, turned out to be sellers, the ranks have cleared a little of people random for this field of activity, but there are still plenty of those who, by inertia, continue to do their unloved business.

Meanwhile, real salespeople will understand me, it’s quite difficult to work in sales for real. In fact, today the seller is an expert and highly qualified consultant in his field. To become such is not easy, but it is possible on one condition: you will do what you love and do what you like. Of course, this is an ideal picture, a kind of perfection, but, as you know, one must strive for perfection. So why not present the perfect picture starring the perfect salesperson?

What is the ideal salesperson?

Numerous studies continue to establish parameters and a set of qualities that a salesperson should possess. Among them in without fail you will find faith in yourself and in your product. See the full list compiled by British researchers:

• Communication Skills
• Personality
• Get ready for work
• Intelligence
• Motivation
• Product knowledge
• Basic education
• Self confidence
• Appearance
• Ability to quickly recuperate
• business sense
• Integrity as a person
• ambition
• Degree of acceptance by others
• Empathy is the ability to feel like a customer
• Initiative
• self-discipline
• experience
• Ability to adapt
• Persuasiveness in communication

Impressive portrait of the ideal seller? Draws on the portrait of a presidential candidate, did you also think so?

And while this is a portrait of a non-Russian salesperson, you will agree that many employers and sales managers would like to have an employee with at least half of this set of qualities.

Much to my surprise and regret, it should be noted that many of the listed qualities, Russian employers are ready to educate and grow in their employees in the process of work. But here's the problem: few employees want the same thing. There is even advice to the leader on this topic:

“We should not be afraid that managers will learn and quit, but that they will remain untrained.”

Many qualities can be nurtured and cultivated in a salesperson, but dedication and love for the product are developed through daily efforts on the part of both the salesperson and management.

From practical experience

When I worked in advertising agency, business owners - two twin brothers, came to their branch specifically to tell about themselves, about how their business was created from the knees, how it was transformed in the development process. They brought up in us not only love for the company's products, but also transferred their faith in their business to us. They were well aware that this confidence would be reflected in our eyes and would become an important factor in negotiations with the client. Thus, we dispelled all doubts that were companions of defeats, not achievements.

After such meetings, we again revised our "tired" attitude towards the company's products, our eyes lit up again, ideas shot out, and the overall picture of sales improved. They recalled their first attitude to what needed to be sold, and these were the services of a telephone inquiry service, and understood that there were no random people left here - it is precisely those who work here who like to sell these services and who are in love with their product.

We can still sell anything!

By the way, a little later, funny things began to happen - the company developed, and we began to gradually add new types of services: first we learned how to sell printed editions of our publishing house, and a year later I had to learn the art of sales outdoor advertising. Sometimes I had to watch how managers were indignant, motivating their indignation by the fact that when they got a job, they came to sell what they like, but if it were a publishing house, they would never even read the job advertisement .

How do you like this turn? As a result, of course, we were taught everything, but I did not observe the spark with which the guys came, getting a job in the telephone help service, when they sold other types of services.

Again, I note and remind you that those managers who have to fight with the love of the product from their subordinates often find excellent motivating-compulsory arguments for selling all products, regardless of the degree of love for the seller. Well, for example, let's take Doshirak noodles - can you love it? Please forgive those who truly love her.

We know how unhealthy and harmful food is for our body, and it is possible to get poisoned by it only in extremely rare cases. Do you know how the love of a salesperson is brought up in grocery store? He is told that if no one needed Doshirak, then there would not be such multi-billion dollar sales of this product all over the world. If it's for sale, then it's for sale. Therefore, go and sell, despite your own attitude towards Doshirak.

Do you need to love what you sell. Conclusion.

Sad, right? Therefore, with time and experience comes the understanding that no matter what life circumstances are, you still need to do what you like, and you need to do what you love and interesting. At least in order to get up easily in the morning and with good mood run to work, or perform those activities that give satisfaction from the results achieved.

The most important wish is to nurture and strengthen faith in yourself and your own strengths. It is this confidence that will allow you to learn to love what you sell and become a true professional in your field.

For those who have read to the end, a nice bonus is a great video about a simple client management program.

Great results in sales, as a rule, are associated with a good organization of the sales department, clearly defined goals and the desire of sellers to work. Providing quality advice to clients, responsibly conducting transactions, and being fully aware of one's role in the sales cycle are the main tasks of a client contact employee.

Tough competition in the market of goods and services is inexorably crowding out weak players and there are objective reasons for this, one of which is the quality of staff outlet. Why sellers don't want to sell? - a question that is increasingly heard from the lips of sales managers.

The first thing that comes to the manager's mind is: relaxed, tired, snickering. It is this view of things that distinguishes a professional from an amateur in business. It is like in medicine, it is necessary to treat not the symptoms, but the source of the disease.

An experienced leader looks at the totality of factors influencing the drop in sales, and a mediocre one, only at the point of contact between the client and the seller. Owning the real situation in the market of related products, knowing financial resources companies, the presence or absence of their competitive advantages - this is the only way to reveal the true cause of the drop in sales. Very often, during such an audit, it turns out that the point is not in the sellers, but in the lack of competent organization and motivation of the sales department. Why do sellers not want to sell, why do they give up and don't "burn their eyes" anymore? Because there are factors that influenced it. For example: - price and assortment advantage of a stronger competitor.

Having worked out all the stages of sales perfectly, the seller, in most cases, will not be able to force the buyer to make a purchase at a higher price. Or if the product is not yet available, then why should the buyer complicate the purchase process, he will go to a competitor who has everything in order with the assortment. There are exceptions, when the buyer agrees to pay more, because of his ignorance, but these are becoming less and less. Why in this case the sellers do not want to sell? They sell, but only as much as the sales system of the given enterprise is organized. - a complex system of monetary motivation. When evaluating the work of the seller, there are many tools to regulate the level wages, for example: percentages, KPIs, premiums and bonuses.

When selling his product, the seller does not understand how much he has earned - this is demotivating and is perceived as a deception on the part of the employer. To the question: why do sellers not want to sell more? - the answer suggests itself: because they do not believe that it is possible to sell more or earn more. Overpriced plans - perceived by the seller as manipulation regarding wages - this is demotivating. Plans must be achievable, and the motivation for overfulfillment must be worthy. — implementation of business processes that interfere with efficient process sales. Implementation of sales department work standards that have not been adapted and tested for performance in real life, are another answer to the question: why do sellers not want to sell?

These are recommendations for working with clients, which not only do not bring benefits, but also reduce effective communication between the seller and the buyer. And vice versa, if an employee is given a working tool that really brings benefits, both for the enterprise and for himself, then he will be immediately applied and even improved. - set external factors that affect the overall atmosphere of work. For example: staff turnover, financial and administrative problems, lack of competent key specialists, weak image of the company - this may explain the situation, why sellers do not want to sell.

If the sales department is half of such employees, then you should not be surprised why the sellers do not want to sell. — sale of light positions. Selling high-quality liquid goods, for which a competitive price is formed, is not difficult. And what about the rest of the items? Why sellers do not want to sell illiquid goods? Why overcome difficulties with the same motivation? They sell what they buy. Differentiated financial motivation will save the situation - for a heavy product, the seller should receive more remuneration than for a particularly liquid one. As can be seen from the above examples, the question: why do sellers not want to sell? - there are many answers, and the lion's share of responsibility for the result lies with the person who organizes the work of the sales department and nothing else.

Lack of experience, professional skills required personal qualities make this type of leader a threat to business. Each seller is a thinking person who is driven, first of all, by his own personal motives. If the goals of the management intersect, at least at one point, with the personal goals of the employees, the result of such a strategy is always a strong and stable company.

The real problem with any sales force is the salesperson's obsession with the price of the product. The seller simply does not see any benefits other than price. You begin to communicate with such a specialist, you ask: what can be done to increase your sales? And in response they say to you - let's lower prices, competitors have cheaper prices, our price is not competitive. I actually saw salespeople who said in interviews that they left with previous place work, because the goods sold were too expensive. Often this problem spreads like a virus to managers. You come to any sales department, and they sit there Commercial Director, the head of the sales department and foaming at the mouth prove that the goods are too expensive and with such a price, we will never . Let's see why sellers like to sell the price so much and how to work with it.

Why sellers love saving so much

So, let's take a closer look at your sellers, what's wrong with them, why do they choose only savings from all of them? To begin with, it is worth understanding that savings are not so important for a client, especially a Russian one. In order to understand this, you don’t need to go far, look around, look at the people who buy every year new phone on credit, look at those who sold the apartment of the deceased grandmother and bought new car, take a look at the student who shells out all his money but buys famous brand shoes.

Why do customers behave so unreasonably, they are ready to shell out 60,000 rubles for a new phone, but refuse to buy your product, which costs 10 times less? In fact, everything is much simpler than your seller thinks - the client is willing to pay, only for obvious benefits. Talk to the owner of a credit iPhone, and he will give you at least ten benefits of buying such a phone, he will tell you about all the benefits in detail. Would a customer buy such a phone if he did not know all the benefits? No, of course not, remember vertu phones, they were very expensive, but they stopped buying them. Why? Yes, because vertu had no advantages other than prestige. And the iPhone was beautifully presented by the CEO of the company, who proved to the whole world on the air that they had created the best device. That is, everything is simple - if you want to sell a product at a high price, prove to the client its benefits.

But here many will say, well, it’s the sellers who must prove to the client the benefits of the goods, and the seller sees only the price. It turns out a vicious circle that can be broken in only one way - teach sellers to sell non-price advantages of the product. In fact, the seller sells the price because he, like the client, does not know other significant characteristics of the product, and even if he knows, he does not know how to present them to the client in terms of benefits.

Projecting your needs onto the client

This problem is very common among salespeople and managers. The fact is that if the seller has a pronounced need, he begins to sell it to all customers, not noticing others and not in general. This syndrome can be quite difficult to overcome, since the seller simply does not believe in what he himself does not understand. It is especially difficult to overcome this problem if the seller has been working for a long time.

What to do?

So, we have identified two main reasons why sellers sell the price of the goods, and do not notice other benefits at all.

1. Low level of product knowledge
2. Not understanding the needs of the client and not wanting to delve into them

That's why . To do this, you need to teach sellers everything competitive advantage goods. If such advantages are not formed, then it is very important to find them, if you need to invent them. This is the strategic task of marketing - to distinguish your product among others.

Andrey's business adventures

Andrey is a salesman "on the forehead". Broadcasts with perseverance
Andrey is a salesman "on the forehead". Broadcasts with perseverance

Why is the PR department the "creators" and the sales department the "salesmen"? The semantic load on the face is different. And all because the concept of "salesperson" is quite distorted: most people are embarrassed by this profession, they say that it is temporary or they are generally silent about the nature of their activity. At work, they experience stress and dissatisfaction, humiliation from “cold” calls and frequent messages on the other end of the wire or, even worse, live. But there are guys who are proud of what they do, without complexes say: "I'm selling Maserati" or "I'm selling production facilities." These are people who bring revenue, money to the cashier. And thanks to their abilities, they grow most quickly in the company, raising their income and status.

We will look at the signs of a good and bad seller. And, perhaps, you will understand that your business is to grow cultivated plants, and not to gather dust in the sales department, or maybe for complete happiness All you need to do is change companies.

Meet Andrey!

Yes, by the way, we have a hero, his name is Andrei. This is a young energetic entrepreneur of 27 years old, who is at the beginning of his journey. Through trial and error, he learns the basics of business. Andrei is a comic character, the fruit of real stories.

Like many young people, Andrei changed many professions before he took up his own business. And in his piggy bank, of course, there is experience as a seller. Today Andrei will illustrate the situations that sellers find themselves in and how this characterizes them. Let's start with the bad sellers!

Bad seller

1. Lots of words.

If you allow such a salesman to speak or let him into your office, you will get a performance without intermission. Technical properties product, the benefits of cooperation, the uniqueness of the offer, the history of the brand, growth indicators - he is ready to talk about it with rapture!

2. Belittling yourself. Top client.

Every person has a thing that he once bought out of pity. “The salesperson was so nice and courteous, he spent so much time with me that it was embarrassing to just leave.” “The sales girl had such eyes… Like a young lamb, I just couldn’t refuse.” Common situation? This is the type of ingratiating sellers - those who like to humiliate themselves in front of the client, to arouse pity.

3. Belittling the opponent. Client below.

Such a salesperson likes to dominate the conversation, putting pressure on the incompetence of the client, as a rule, in technical matters. Sarcastic, smirk on face. He considers this his strong point, a feature. Thinks the client is stupid.

Andrey, talking on the phone, condescends to a "weak level of development" of the client
Andrey, talking on the phone, condescends to a "weak level of development" of the client

4. Statement of the buyer before making a decision.

These are sellers who want a positive response here and now. They do not tolerate delay, they are indignant when faced with the indecision of the client. In the speech of such a seller, proverbs and sayings are used, for example: “The turkey also thought!” or “Who managed, he ate”, etc.

There are many more examples of unworthy behavior of sellers. But on this we, perhaps, will end. If you recognize yourself in the miniatures described above, then you should know that this is not good!

Andrey's positive and decency extend to all spheres of life

In the previous article, we considered situations in which bad sellers fall. Today we will talk about what qualities you need to have and what to do to become a good seller. And, of course, Andrey will help us again in the illustration.

Good seller

1. Good person.
To be a good salesperson you need to be a good man- decent and positive. No matter how trite it may sound. A good salesperson is a person who is pleasant to talk to, behaves appropriately, and smells good. Such a person likes people as a species, he is interested in communicating with them.

2. Expertise.
To sell something well, you need to be good at it. The mistake of many is that they sell standard solutions, blanks, templates, do not delve into the specific situation of the client. In order to become a great seller, you need to step out of the role of a seller, become an expert in the matter! Do not try to sell what is more expensive, but first find out what solves a specific problem of a specific person for a specific amount, and then sell it!

3. Attitude.
To understand how good you are as a seller, you need to determine your attitude to three things.

To the product: I love what I sell! I use this stuff myself. I can set up, reconfigure, follow all the updates, etc.!

To the company: I believe in my employer, I am inspired by the way of leadership, I share the principles and moods of the company - this is the case when they say “I work in a dream company”! But if your place of work makes you feel discouraged, indifferent or, even worse, ashamed, then you are definitely not in the right place and it's time to leave this employer.

To sales: what emotions does the sales process itself evoke in you, is it cool to sell?! What are you experiencing? Interest, joy, curiosity, excitement - yes! Fear, indifference, disappointment - it's not!

Andrew is in complete harmony with his activities

4. Techniques.
And, of course, what is a salesperson without a technician? Everyone uses them in one way or another. A good salesperson has a socially appropriate approach in the first place: he does not flaunt complex speeches and corporate tongue twisters that would be inappropriate in everyday life, he does not put pressure on the client, he does not scare him, and he is not afraid of himself. A good seller asks leading questions in order to understand what the client really needs, what exactly can solve his problem. The approach to each is individual. Building relationships is for the future, not for one-time communication.

So, to summarize: the seller is a fascinating and promising profession, choosing which one can take off along career ladder quickly and with maximum financial return! If you understand that you have all the data for excellent sales, then sell and improve! And also follow Andrey's business adventures - in the next article we will talk about the secrets and techniques of negotiating in sales.

Good afternoon

In fact, the answer to this question is not so difficult. Let's take a look at this today...

Sales or sales volume in numerical terms is the result of the work of any seller. And then the question becomes: “Why does the seller NOT give a result???”

Well, firstly, because no one sets parameters for it this result. You can consider a simple example and take an ordinary worker, to whom his supervisor gives the task to dig a hole, but does not set parameters - depth, width and length. The worker digs a round hole 10 cm in diameter and 10 cm deep and reports to the boss that the result is ready. But this is NOT the result the boss wanted. The same thing happens with the seller. If the manager DOES NOT set sales parameters for him daily, weekly, monthly - the number of contacts with the client, the number of purchases, the average check, then the seller brings 10 rubles to the company.

Secondly, no one gives the seller the tools to work. Well, how! The worker has tools - a shovel and a crowbar. The seller doesn't! If there are no tools, then the worker digs a hole with his hands with a diameter of 10 cm. Exactly the same thing happens with the seller when he brings 10 rubles to the company, only his tools are not a crowbar and a shovel, but checklists and scripts, and additionally his goal, his product, client profile, unique selling proposition, daily reports and statistics… In general, the seller is not provided with tools - don't expect good sales from him!

Thirdly, he is not trained to use these tools.. It seems that there are tools, but there is no result. He just doesn't know or doesn't understand how to use them. It's like that in one beautiful morning instead of scrap, give the worker a compressor with a jackhammer and say: “On! Work!". And do not show how to turn on the compressor, how to connect a jackhammer to it, how to use it. With the seller everything will be exactly the same. Just give him checklists and scripts "in the teeth" and say: "on - work" will NOT help!! He must be taught to understand, trained ... And then already ask him. And this is the most correct sequence, especially if you have a working technology, checklists and scripts.

Well, and fourthly, the seller simply does not want to work. He is not motivated or stimulated to work. Here you can simply say in the words of one of the greatest managers of the National Hockey League, Lou Lamorello: “As paradoxical as it sounds. To get the same result, one must be caressed, the other well kicked. That's all. You should also have tools to motivate and stimulate salespeople. And, not least, you must use them!

Let's summarize. For sellers to sell, you must:

1. Set plans and goals. Daily. Weekly. Monthly;
2. Give the seller the technology to work with the client and all the tools;
3. Teach technologies, give instructions on the use of tools and train;
4. Have available tools to motivate and stimulate sellers;

And then you will definitely have sales.

In the article, I deliberately do not write about what the seller must do himself. This blog is not for sellers. It is for OWNERS and MANAGERS. And it seems to me that it is the owner who bears all the responsibility for his business. And he is the first one who should set the parameters for the employees, give the tools, teach them how to use them and stimulate or motivate the employees for exploits. Remember? Before you get something, you must first invest something!

And now I suggest that you invest heavily in your business. After all, the crisis is just the right time! I invite you to my program where we will make your sellers SELL!