Two-step sales. Business Development Using Two-Step Sales

Two-step sales - a strategy that will turn your marketing on its head, and you will greatly facilitate the process of selling and your customers - the buying process.

Imagine that you have before a crowd of 100 people.We assume that this is your potential market, in which you try to sell your products or services. Let us suppose for definiteness that you are selling, well, for example, cleaning services for carpets. Therefore, your potential customers - the owners of the carpets. 

Imagine that you have one hour of time to okuchit this market, ie your resources, as is usually the case in life, is very limited. If you have a 1:00 time for 100 people, the one person you can spend an average of just over 30 seconds. Agree that this is quite a bit to convince people to buy something from you.

And with that, there is another problem.

The problem is that, of the 100 people most of you do not buy it. For a variety of reasons. That is the reality. No company sells 100% of its target audience. And no matter how you try, you will buy a few. In fact, those who can actually buy your services, minority. For example, there will be 10 people.

Now imagine this situation: you have an hour of time in front of you and 100 people at each for half a minute. And you come in turn to each and trying to sell their services to all and sundry - and to those who are interested in principle and to those who are known to be interested. In fact, you are trying so vparivat their services.

But do not forget about the fact that people really do not like when they sell. People love to buy. That is, People love it when purchasing decisions are made they are.

And the power of action is equal to the force of counteraction. The more you chasing after customers, the more they want you to push.

By doing so, you will get 90 failures! You go from one person to another, you get tired mentally, to be denied because it is always unpleasant and is usually unsettling. And 90 failures at best. Because you have only 30 seconds per person, and the 30 seconds in fact may not be enough to convince even those who belong to an interested group of 10 people. As a result, your performance will drop even lower. The result may be that half of the interested, you can not put the squeeze prior to sale. Then you get 95 failures and only 5 sales.

It turns out that you spray their resources to everyone, wasting your precious time on those who are obviously you do not buy it. It is too wasteful and unproductive. And so do most companies, because they see no other way.

But instead, you could use a two-step approach. You could somehow pre-select, filter those 10 people from the general mass of people.

Your goal - to make sure that these 10 people identified themselves from the crowd, raised his hand and said, "Yes, I'm interested."

To pre-filter out potential customers, the first step is to offer something of value - for free or very cheap. It is important to understand that the purpose of the first step - it's not for sale. In the first step you buy customer conquering it and you start to build a relationship with him.

You may have a sales system based on the training marketing, and then you're on the first step to offer a free or low-cost information products, which speaks of how to effectively solve the problem of a potential customer. Or it might be a sales system using the concept of front-end and back-endproducts.

For example, you could offer a free guide that explains how to properly care for your carpet care about the features of the carpet, depending on the material from which it is made, or how to clean carpet from grime as disinfect the carpet and do not mess it up. Finally, how to choose the right dry cleaner.That is, is a free and useful information for your target audience.

Another option is to filter out the people concerned - you can offer a first cleaning for free or at a very low symbolic value, lower than all of the market.

In any case, you have to offer something free or very cheap and at the same time, something that has some value to your target audience. People who respond to the request, automatically distinguish yourself from the crowd by telling you that they are interested in what you offer.

Thus, you have the same hour, but now in front of you from 100 to 10 people. And it is not just all owners of carpets and rugs are the owners who are interested in topic care carpets and keeping it clean and intact.

That is, before you pre-filtered, high-quality potential customers that's just themselves raised their hand, it's Qualified leads .

And now for one of the client you can already spend 10 times more time to identify their needs and work out his objections, to convey to him the value of your services, tell us about what benefits he will get to demonstrate your expertise, talk about the safeguards in Generally, you are now 10 times more time to make the sale. Moreover, a sale pre-filtered, high-quality potential client.

And mind you, now that you no longer vparival their services because you are not trying to sell all in a row, you work only with those who expressed interest in itself. They see your expertise, see the guarantee they have received from you on the first step of valuable and free information. And now people make the decision to buy on the basis of information received from you.

In fact, you turned your marketing on its head, and now not you run for clients, trying vparit them your product, and people come to you, they say that they are interested and do you buy.

Now let's look at the same situation not in terms of time and in terms of money.

So, you have the same potential market - 100. And you have the budget for 1000 rubles, with which you can convey your message to the market. If you spend your budget as it is usually done everything - that is, if you just give your advertising services for carpet cleaning, in which case you will spend 10 rubles per person. That is, You have 10 rubles, with which you are trying to convince the person that he bought you. Again, the problem is that you are trying to sell all in a row, spraying their resources.Interesting person or the topic is not interesting - you still trying to sell it and you've got only 10 rubles.This non-productive approach.

With a two-step approach, you can at the first step to offer a free guide to your market, which we have already spoken. Or you can offer your test drive, ie Free one-time cleaning the carpet.

The point is that in order to convince people to respond to your free offer, you will need a lot less money than trying to convince him to make a purchase. People love freebies and easily respond to the free or very cheap deals.

So you can divide your budget into two unequal parts - for example, 100 rubles and 900 rubles.

A smaller portion, i.e. $ 100 you spend on your ad for free.

The cost of a single contact will be only 1 ruble (RUR 100/100 people = 1 ruble / person), but this is enough to convince those who are interested in this topic, to respond to a freebie.

So you filter out those who responded to your gratuity and said "Yes, I'm interested."

And now you have even the remaining 900 rubles, which you can spend on these 10 people to sell them your paid services.

Now you spend on one person is not 10 rubles and 90 rubles!

With a budget you can not, say, just give a business card, and give it a drive with the presentation or send him something in the mail, that is you can afford to use more expensive tools. And again, not only that you can now spend more money on the sale of one person, so now you do not spend the money at all in a row, but only to those who are interested in this topic.

To summarize all of the above.

Disadvantages of sales in the forehead:

- You spray the resources are selling equally to all and sundry

- You are trying to vparit their goods to those who deliberately uninteresting

- You get a huge number of failures

- People do not like to be sold, people love to buy

- The strength of a counter equal to the force, the more you are chasing after customers, the more they want to get away from you

Benefits of Two-Step Sales:

- You turn marketing on its head

- Now you're running for clients - interested customers themselves come to you

- You get credibility, as people see your expertise

- Now you can spend a lot more resources to close the deal

- You can spend less resources to attract the same number of customers to your business

- Do not you come in contact with all the running, but only with those who are predisposed to buy from you

- Now you almost do not hear "no"

As you can see, with the same limited resources, they can be used in very different ways to promote your product or services.

And the two-step sales give you many times greater rigor efficiency.

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Training Marketing. How to increase sales by marketing training

Traditional advertising has practically ceased to operate. Every year it runs worse and worse. People no longer rely on traditional advertising messages when making purchasing decisions.

They are skeptical.

Today the market is an abundance of different goods and services. And no matter what industry you're working, your prospective customers have the choice among a huge amount of goods and services that compete with you.

Also, now people are an endless amount of information - more than ever before in the history of mankind.

Therefore, people today are more likely to want to make an independent analysis, collecting data and make an independent decision to purchase.

Remember, people do not like to be sold. But people love to buy. That is, They love it when purchasing decisions are made they are.

Do not make your potential customers to shovel the entire Internet to learn how to choose a quality refrigerator, or the subtleties of removing dents on the car body-in-white, or what documents you need to check when buying land.

Today, that people would not buy, they want to have more quality information about what they are going to purchase. So why do you yourself do not become a source of such information for your target audience?

It is based on this concept and the training or educational marketing. It is also a kind of two-step sales, because when you do this you are not trying to immediately sell the customer on first contact, but first give him some valuable, useful information for him. For information on how to effectively solve his problem or task.

This will start to build a trusting relationship with the customer, because once give it value, instead, to attempt a descent vparit him the goods.

In this sense, marketing can be compared with an acquaintance with the girl.

If you want to build a long-term relationship, it is unlikely to be direct offering bed. Although, of course, a certain part of your target audience did respond to such a proposal  but in most cases you will get a waiver. You have not yet lined up some initial relationship needs candy flower period, when you get to know each other when builds trust between you. And once you are trying to jump through these necessary steps.

But that's how most companies behave, trying to sell at the first contact. They show no concern for the customer, and it seems that they just want to take in order to meet their immediate needs. By and large, the way it is, because most companies want only one thing - as soon as possible to sell their goods, and they forget about the customers immediately after purchase.

The ordinary, the conventional approach to sales and marketing has several drawbacks:

• the traditional approach to marketing, to advertising, all your marketing messages are mixed with general information noise. Your marketing message as two peas similar to the messages of competitors who are also trying to sell the forehead.
• so you get a one-time sale. The principle of "sell and forget" does not allow you to get high-quality repeat customers who will come back to you again and again.
• You do not build trust with customers
• You are perceived as just another company from a huge list of competitors, you get nothing from them are not different.
• As a result, you are forced to compete on price and customers go to where by 5 cents cheaper
• None of what loyalty is not out of the question
• Selling on the forehead, you are selling only a small portion of your target audience, which is itself all sold. There is no active your work, you simply release the goods. Most of the target market that you have not bought it, but for one would fight, so you are missing out
• You're missing the opportunity to get new customers come by recommendation. Because it's recommended you, only those who trust you, and whom you have taken care of. You do not give a positive reason for people to say about you

Find out what information is interested in your potential customers. What kind of problems they have.What are the challenges before them. And give them the information that they help by packing it in the form of educational materials, certain information products.

• This may be a book - paper or electronic,
• email course
• video
• or audio CD
• This can be a free seminar
• It may even be free 8-800 phone number written on it the message
• Etc.

When you create a infoproduktov, begin to advertise it, but not your main product and fix contacts of those who responded.

Your first goal - is to build a base of interested potential clients. Further, when you provide them with useful information, you begin to build a relationship of trust with them, continuing to periodically give them the materials that interest them. And only then, when you have gained some credibility, you can discreetly sell their products and services.

You need to install all the "points of contact with customers" in your business and offer your educational materials in each of these points. Usually such points of contact with customers are your phone, website, advertising, publicity, business negotiation, public speaking, etc.

For example, instead of finishing your phone conversations like this: "Well, Ivan Ivanovich, thank you very much for calling. If you need my services, please let me know. "

Instead, finish a phone conversation the proposal, for example, like this: "Well, Ivan Ivanovich, thank you very much for calling. By the way, I recently finished working on a special report, which dismantled the 10 most common mistakes made by people in the calculation of return on production equipment. If you give me your address, I'll send it to you for free. You arrange it? "As you can imagine, in this example it is assumed that the are selling industrial equipment in B2B.

In this strategy the phone you just made three very important things:

1. you position yourself to a friend, offering him a free gift

2. you got contact details of your potential client, and so you can continue to send him their marketing messages

3. Now you have a reason to follow-up call after he receives and reads your report.

Another example of B2B. The pharmaceutical company that supplied the drugs in the pharmacy chains to increase their sales through the concept of marketing training, has created a brochure on "How to increase sales in the pharmacy." And this booklet sales managers offered at the first contact with potential new customers. Of course, from such useful information, few will refuse, because the only purpose for which the pharmacy to make purchases - is making a profit. Therefore, the company stood out among all the competitors, has won the trust and received sales growth.

Another example from a different niche: selling land.

The company increased its sales by simply changing the model of customer service. Previously, the sales process looked like. Customer sees an advertisement calling comes to viewing the site and all. Next he either buys or not. Over the client does not work. The conversion was very low.

The company changed its strategy and began to teach their clients, telling them about the many pitfalls, which can run into when buying land, and how to avoid these mistakes. what documents should be requested from the sellers of land, and that it must be stated in those documents. All this information has been packed into a small e-book that was offered on the website. To get the book a potential customer had to leave my contacts, including telephone.

Also, now after watching the land, the potential client offered to drive to the office to show him all the documents that must be requested from the sellers of land, so as not to be deceived. Naturally, the client explained that this trip it or not binding. And even if you do not buy land here, but in a different company, then at least you'll know how you like all the important documents. Naturally, the client understands that if the company is openly tells him about these things, then certainly it is something with papers all in order, and he had seen the documents. As a result of this strategy, the company's sales have increased several times.

So, become a source of quality information to your potential customers

If you sell home appliances, teach customers how to make the correct choice of quality and not overpay for unnecessary features. If you have a beauty salon, to teach the art of make-up or how to preserve youth and beauty for years to come.

You have dental clinic? Talk about common mistakes that lead to tooth pain and about the care of your teeth.

I'll show you one more example of how to use elements of training in selling doors.

As you can see, at the point of sale is a special booth, showing differences of quality and poor-quality installation of doors.

Between the doors hangs a list of typical defects in the non-professional installation of doors.

And each of the items in this list correspond to the special sticker on the door that indicates the place where the specified manifest defect.

So, I hope you get the point.

Now let's look at the advantages of using kake marketing training:

• Your ad stand out from the overall marketing noise. All offer to buy, and you will instead offer to get something of value for free.
• You become an expert in the eyes of customers, providing them with better information on their topic of interest
• As a result, you automatically get a credit of trust (People talk about so "if he says it, then it is certainly something that's all right")
• Sell ​​it becomes much easier, and you do not need to try your product vparivat
• You get a constant, loyal customers to you
• You are strongly rebuilt from the competition. All advance their core products, and you will promote free information products. And for those who are interested, you'll be more actively sell through a system of regular touch (which we shall discuss)
• You'll come away from the competition on price. In most cases, training mareting removes the issue price. Clients no longer have to remember to explain why your product or service is worth so much, and why it can not be cheaper. This allows you to sell more and at the same time more than competitors.
• You attract high-quality, trained by customers who are already predisposed to buy from you.
• You're not trying to sell everyone. instead, you focus your efforts on those potential customers who are already predisposed to buy from you

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Customer centricity eyes of the customer. As he sees your company?

What creates the reputation of the company? How to show your clients at the first customer-interaction? Of course, there are two important components of customer focus: product and service. If the customer is not satisfied with at least one of them, most likely, he would prefer a different company. When a product is launched, is to sharpen the quality of service.Today I will talk about how to create a first impression of the company from the customer.

The first impression of the company determines whether the client wants to get a second. This means that it is necessary to demonstrate its customer focus from the first seconds.

How to do it? It was in this post you can read, which features notes client for the first time in contacting your company. These points can show your client-or vice versa. I tried to make sure that all information is relevant for any organization: a massage parlor, a shop, a cafe, a bank, a health club, a photo studio, the insurance company _________________ (continue the list).

Meeting client

Welcome.

The first thing you need to see a customer coming into your company - the staff smile at the entrance and the first thing he has to hear - "G'day". It goes without saying, of course, but would like to obtain some of the articles checklist that can be used like this: "We do it, do it, and it is - no." I do not insist on the fact that this list - the ultimate truth, I am pleased to read about your chips customer focus, if you share them in the comments.

Location of employees in the office (trading floor, cafe, reception area - underline as appropriate).

This, of course, a trifle, but, in my opinion, for klientoorientirvoannosti there are no trifles. Nobody likes you when your staff leans on a wall or blocking the passage, so that even this we must pay attention to.

Classes of employees.

Do you like it when a saleswoman in the store and gather a bunch of discussing how to "Katya yesterday naotmechalas and because it does not come to work?" Or yawning, or talking on the phone, or ... The list is long, but none of it does not match the concept of "customer-oriented". Entering the office of your company, he has to see that everyone is doing their job.

Appearance.

This is the point I borrowed from the collections of Captain Obvious, thanks to him! I think you know, that the clothes of employees must comply with the corporate style (it may even be a Hawaiian shorts, if you - store selling Hawaiian shorts) and, of course, does not cause rejection from strangers.

Communication with clients

Identification of needs.

Very often, managers Customer sin that try as much as possible to talk about the opportunities that their company offers. This is the "I-approach."

Get rid of "me-approach"! Try to go from the client to identify their needs. The real customer focus - a "you-attitude"!

"You-" approach is useful for both the client and for you. A customer whose needs are well understood managers, receives a service or product that best suits him. So, he will remember you as a company that solves his problem. You will learn better with your audience may even be able to correct something in your business, taking into account the wishes of the consumers (on the importance of building your business, based on the needs of the client, by the way, is written in a very cool book "The 4 Steps inspiration" Steve Blank. Nudnovato it, but superpolezna. Officially published books in Russian, like, not in the original it is called «The four steps to the epiphany»). In addition, all like to be listened to. Give your customers the opportunity to comment!

Goodwill

Yes, yes! This is all from the same list of my friend, and yet it is very important to plant the idea to their employees about the importance of being friendly. To do this, they need to constantly be reminded.

Knowledge of the range.

When the client's needs are known, it is time to look for a point where it converges and the desire your services.

Ideally, if by creating a set of products or services in your company, you immediately based on the needs of its target audience, clearly delineating them. This lays the client-into the product.

Often, however, we have to choose from what is already there. The task manager in this case - to find exactly what the best way solve the customer's problem. This is - a good foundation for building a long-term relationship with him. Of course, for this it is important that the manager is very well versed in the products and services.

Making the deal.

It has to fit the three parameters: simple, convenient, fast. This will create a WOW factor that can pleasantly surprise the customer.

Customer Support.

As the post is not about customer support, and support for those already very extensive, I will not write much here. The key here: the ability to communicate with the living person of the company, the easy availability of support services, fast response; collecting feedback in a single repository.

First, in this article I wanted to write about how to show your customer focus on parting with customers. Now, at the time of publication, she thought it was wrong. In the end, all of this should lead to a list to ensure that you do not have to talk to customers, "Goodbye." So let this last point will be only in draft form. I wish you did not say goodbye to your customers =)

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