1. Insufficient customer knowledge
Any basic sales training suggests that you need to prepare for meetings with customers. Unfortunately, many sales managers neglect this very important step. Arriving at a meeting with a client, the manager must understand how this company lives, what its goals are, market strategy, main competitors, current projects, business features, market trends, recent appointments in the company, news, principles of work, etc. . This information can be obtained from the company's website, as well as during preliminary negotiations.
“Having this information, the sales manager can speak the same language with the client, demonstrate his professionalism and knowledge and offer the most suitable service or product that is always appreciated by customers,” says Evgeny Krivosheev, VKT's operations director.
2. Insufficient knowledge of the service or product
Any, even the most inexperienced sales manager, must answer the most common questions of potential customers. In no case should you say “I don’t know” - this is immediately a minus for the reputation of this company. To avoid such incidents, the novice sales manager must undergo minimal training in advance in terms of knowledge of the service or product and communication with the buyer. He should also be highlighted in the internal business processes adopted by the company.
3. The desire to sell a product or service at all costs
Sales managers are, by their nature, people with a clear focus on results, so one of the common mistakes is the usual “pairing” of a product. The seller, without listening to the client at the meeting, without asking him clarifying questions, without understanding the problem and his true needs, offers an unnecessary or incorrect solution. The seller speaks for himself, while the customer needs to talk.
“I really like the consulting approach, which is increasingly used in sales,” Nina Novichkova, director of sales for the recruiting company Adecco Group, gives advice. - The basis of this method are the needs of the client. They need to be clarified by the sales manager at the first meeting. ”
Therefore, the first thing that a specialist should do is to understand the current situation of the client, his tasks, difficulties and other issues in as much detail as possible, so that later he can offer a possible solution.
4. Inability to file oneself
One of the problems of many modern young sales managers is the inability to express thoughts intelligently and clearly. Often they can’t even conduct business correspondence, do not pay attention to the quality of their presentation materials (inconsistency, grammatical and punctuation errors).
The seller must be able to correctly express their thoughts both orally and in writing. Speech should be clear and logical. If there is a double meaning in thought, then, as practice shows, it will be misunderstood. To this end, companies can conduct courses for sales managers aimed at improving the literacy level of written and spoken language.
5. Errors in building communication
Many managers begin a dialogue with a client by denying it. For example, they say: "Do you want to ...".
“This is a typical, very common mistake,” Evgeny Krivosheev gives an example. - It is clear that a person due to their psychological characteristics, as a rule, will answer: “We don’t want to.” Therefore, offering your product or service with denial is wrong. A service or product must be offered. ”
It is necessary to think over the scenario of the meeting, provide several options for behavior in case more people take part in the meeting, prepare materials, calculations and do not forget to check the numbers in the calculations!
Any basic sales training suggests that you need to prepare for meetings with customers. Unfortunately, many sales managers neglect this very important step. Arriving at a meeting with a client, the manager must understand how this company lives, what its goals are, market strategy, main competitors, current projects, business features, market trends, recent appointments in the company, news, principles of work, etc. . This information can be obtained from the company's website, as well as during preliminary negotiations.
“Having this information, the sales manager can speak the same language with the client, demonstrate his professionalism and knowledge and offer the most suitable service or product that is always appreciated by customers,” says Evgeny Krivosheev, VKT's operations director.
2. Insufficient knowledge of the service or product
Any, even the most inexperienced sales manager, must answer the most common questions of potential customers. In no case should you say “I don’t know” - this is immediately a minus for the reputation of this company. To avoid such incidents, the novice sales manager must undergo minimal training in advance in terms of knowledge of the service or product and communication with the buyer. He should also be highlighted in the internal business processes adopted by the company.
3. The desire to sell a product or service at all costs
Sales managers are, by their nature, people with a clear focus on results, so one of the common mistakes is the usual “pairing” of a product. The seller, without listening to the client at the meeting, without asking him clarifying questions, without understanding the problem and his true needs, offers an unnecessary or incorrect solution. The seller speaks for himself, while the customer needs to talk.
“I really like the consulting approach, which is increasingly used in sales,” Nina Novichkova, director of sales for the recruiting company Adecco Group, gives advice. - The basis of this method are the needs of the client. They need to be clarified by the sales manager at the first meeting. ”
Therefore, the first thing that a specialist should do is to understand the current situation of the client, his tasks, difficulties and other issues in as much detail as possible, so that later he can offer a possible solution.
4. Inability to file oneself
One of the problems of many modern young sales managers is the inability to express thoughts intelligently and clearly. Often they can’t even conduct business correspondence, do not pay attention to the quality of their presentation materials (inconsistency, grammatical and punctuation errors).
The seller must be able to correctly express their thoughts both orally and in writing. Speech should be clear and logical. If there is a double meaning in thought, then, as practice shows, it will be misunderstood. To this end, companies can conduct courses for sales managers aimed at improving the literacy level of written and spoken language.
5. Errors in building communication
Many managers begin a dialogue with a client by denying it. For example, they say: "Do you want to ...".
“This is a typical, very common mistake,” Evgeny Krivosheev gives an example. - It is clear that a person due to their psychological characteristics, as a rule, will answer: “We don’t want to.” Therefore, offering your product or service with denial is wrong. A service or product must be offered. ”
It is necessary to think over the scenario of the meeting, provide several options for behavior in case more people take part in the meeting, prepare materials, calculations and do not forget to check the numbers in the calculations!
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