Как выстроить продажи

По статистике 85% стартапов уходят с рынка, даже не начав толком работать. Дело в том, что многие начинающие предприниматели не заботятся о правильной системе продаж. Как выстроить продажи, рассказывает Артем Федоров.

Продажами я занимаюсь 2 года, но имел очень быстрый профессиональный рост. Свою карьеру я начинал в BeSmart, где за полгода поднялся до должности руководителя отдела продаж, затем ушел в антикризисное управление. Это проектная команда, которая заходит в упадочный бизнес и вытаскивает его из убытков. Все это делается посредством сокращения издержек, повышения продаж и психологической работы с персоналом.

Сейчас я работаю над 5 проектами в управлении и являюсь генеральным партнером двух рекламных агентств. Я помогаю людям обрести технологию, которая применима к любому бизнесу, любой сфере деятельности человека связанной с продажами. Продажи это самый основной двигатель бизнеса. Каким бы отличным не был продукт, какими бы невероятными характеристиками он не обладал, без затрат на построение системы продаж не обойтись. Если не будет продажи, то все усилия будут напрасны, и компания будет нести убытки. Чтобы успешно продавать, продажнику необходимо обладать базовыми навыками: быть уверенным в продукте, в себе и в своей команде. При отсутствии одного из этих пунктов успешных продаж не будет.

Продажа в первую очередь это переговоры. Переговоры – это один из важных элементов деятельности любой компании. Ведение переговоров играет важную роль в становлении внутренней системы (структура, люди, функции, планы, меры и т.п.) и в установлении отношений между конкретной организацией и внешними системами (рынки, поставщики, технологии и т.п.). Ведение переговоров также является эффективным инструментом в оптимизации деятельности компании, как внутри системы, так и за её пределами (в основном посредством общения с людьми).

Известно, что личная встреча является важным этапом процесса продаж на многих рынках. Благодаря встрече можно сформировать доверие к себе и компании, выяснить информацию необходимую для подготовки коммерческого предложения, провести переговоры в спокойной обстановке более эффективно, чем по телефону.

Но как же назначить встречу с незнакомым лицом, принимающим решения, особенно когда он не особо желает встречаться с вами? Продажи по телефону – целое искусство. Для того чтобы преуспеть в этом нелегком деле, нужно быть стратегом, тактиком и немножко актером. Поэтому по телефону вы должны продать не сам продукт, а идею о том, что человеку следует с вами встретиться.

Перед встречей с клиентом, мы должны себя эмоционально подготовить. Для этого у нас существует техника «СПАС» направленная на выработку умения управлять собственными эмоциями С – сверхзадача (решение важной задачи клиента), П – прогулка в башмаках клиента (представить себя на его месте), А – актуальность (предложение должно быть актуально для клиента), С – самопрограммирование на успех.

При встрече с клиентом потребуется знание техники «ПИКАП». П - правило 15 секунд (никогда не торопитесь и установите эмоциональный контакт со своим клиентом), И – имя (узнать каким образом обращаться к клиенту), К – коплимент, А – атракция (привлекательность сервиса), П – правило левой руки (всегда старайтесь сесть по левую руку от клиента). В дальнейшем все зависит от вашей подачи и методики продажи.


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