How to properly present a new product?

sales negotiations sales increase

02.03.2020

Author: Academy-of-capital.ru

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From this material you will learn:

• How to learn to offer a product
• How to offer a product so that people buy it: two types of phrases
• How to offer a product to a buyer in a store
• How to offer additional products to customers
• How to offer a new product to a store: 5 simple steps
• How to offer a product over the phone correctly
• How to offer a product online and on social networks

How to offer a product? This question is asked by store sellers, sales representatives; cold sales managers and online store owners are looking for the answer to this question. There is no universal solution that would suit everyone at once. But there are basic principles by following which you can increase the percentage of your sales.

In addition to the seller’s politeness and ability to conduct dialogue, there are points that need to be taken into account in specific situations. What will work great during telephone conversations will not help you in any way when communicating one-on-one. What are these aspects, how to correctly offer this or that product - you will learn about this by studying the material in our article.

How to learn to offer a product

Some time ago, there was a widespread belief among managers that the main responsibility of sales managers is to keep a potential buyer in conversation for as long as possible. However, in reality the opposite effect was obtained.

For example, when customers called the call center hotline, operators needed to use various techniques to increase the duration of the conversation and offer the maximum from the available range of products.

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It was assumed that the caller would appreciate such polite and attentive service and would definitely want to purchase some product.

What happened in the end? Since the operator tried to talk with the client for as long as possible, there was a queue of people waiting to be connected, as a result of which people began to complain about the inability to get through. In addition, too long a conversation became intrusive and resembled “persuasion” to buy at least something.

Today, effective sales techniques have been developed that do not look like “selling”; you just need to teach them to your consultants. In this case, it does not matter what kind of sales they are - in a regular store or through the telephone.

Use our instructions to train your sales managers:

Step 1: Learn to categorize people.

Let's start by defining different categories of clients. The manager must understand this even before offering a product, so that from the very beginning of the conversation, from some nuances, he can understand in what manner to continue the conversation, what reasons and arguments to use.

To make it easier for the manager to deal with this, we will highlight five groups.

The following classification is proposed:

1. "Girls." These people have already been recommended to purchase something specific. They will not listen to the salesperson's advice. They have a goal, they have decided everything in advance and just call or go to the store to buy the goods. Wasting time on other offers is simply pointless.
2. "Guys." They need to be treated as a special category - we will simply separate them into a separate group.
3. "Engineer". It’s easy to talk to someone like that - he has a list of characteristics that the product must have or he goes for a certain model.
4. "Mr." He has his own style - when communicating, he uses technical terms and precise quantities. He will choose a model of a certain brand.
5. "Madam." Emotions are important to her. For this person, style, appearance, and exclusivity are important. They want to amaze everyone around them. Perhaps the brand has been chosen in advance, and the model can be suggested.

Let us repeat that the names of the categories are conditional; the person whom we call “master” can be a lady or a respectable man. There is no talk about gender, status or age.

Step 2: Give the client a chance to speak before you offer anything..

A big mistake is that the manager immediately actively begins to offer something to the buyer. Sometimes it literally feels like an attack. First, you need to provide the opportunity for the person calling or visiting the store to say a few words about the reason for contacting the company.

Marketing research has shown that a buyer can communicate his need in about 72 seconds. This is an average: some do it faster, others take longer to explain.

So, the buyer has told you why he is here, now you can have your say. Based on your first impression, determine which category it belongs to, and then it will become clear how to properly offer the product to this client.

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If this is a “guy” in front of you, then after his words you can offer to buy a more expensive, but cooler model.

You are unlikely to be able to offer something of your own to the “girl” and “engineer”; they will come with a ready-made option; you just need to serve them as politely as possible.

“Mistress” craves emotions, you can tell her: “Take a closer look at this model. Doesn't it look luxurious? A little more expensive, but it’s worth it!”

“Mr.” will like it if your presentation mentions professional models.

The easiest way is to find the key to “Mr.” and “Mrs. They may be interested in the manager's proposals.

Experience shows that after consultants are trained to use such a system, sales increase significantly.

How to convincingly present your product in five minutes?

A sales manager must be able to overcome the primary barrier when a client, in response to an offer of help in choosing, says something from the series “No, thank you, nothing is needed.” To avoid such a situation, you need to use open-ended questions that require free, detailed answers. For example, the question “For what purposes do you want to purchase this product?” encourages potential buyers to share their basic needs with you.

To be successful in his profession, a sales manager needs to develop the following competencies:

• find a common language with the buyer;
• present the product based on the client’s needs;
• make a competent argument in favor of the acquisition;
• be able to respond to client objections;
• encourage the potential buyer to complete the transaction.

There is a wide range of methods of influencing the client. The use of various mirroring techniques, when the manager takes into account the client’s gestures, facial expressions, voice, rate of speech, and so on, certainly contributes to the accumulation of agreement and the establishment of emotional contact with the client. However, finding a common language with the buyer using only these techniques is very difficult.

In various situations of searching for contact with a client, it is worth turning to deep methods of influence. As mentioned earlier, the key to the client is his needs, the second most important is the buyer’s language. There are several functional styles of speech: scientific, colloquial, artistic and official business. The main problem with people who fail to connect with clients is that they confuse the potential buyer's functional language style with their own.

The theory of Rudolf Schnappauf helps to understand the client's needs. He identifies four types of needs:

• prestige (they need to emphasize their status and the uniqueness of the offer);
• comfort (they don’t want to stand out from the crowd, they will be satisfied with the standard offer);
• safety (they strive for quality service and safety guarantees);
• achievement (do not stop there, are in search of new opportunities).

To satisfy the client's needs, the following questions must be answered during the presentation:

• For what? The seller emphasizes the importance of the product or service for the client, based on the needs that were clarified before the presentation.
• What? The seller formulates an offer.
• How? The seller briefly explains how a service or product can be purchased, or reveals the characteristic features of the product or service.
• What's next? The seller explains to the client the benefits of purchasing a product or service in the future.

The next stage is argumentation, during which the sales manager explains why the product should be purchased from him. Commonly used techniques include SPIN and DAPA. SPIN technology is aimed at meeting human needs for comfort and safety. You can argue for the need for a purchase by saying that in the current situation there is a likelihood of a problem occurring, and your product or service will help avoid it.

The use of DAPA technology is associated with the client’s orientation toward prestige and achievement; the manager must focus on the exclusivity of the product.

At the final stage, the following techniques are used:

• “summarizing completion” - a summary of all voiced proposals;
• “ownership-based completion” - a description of the situation when the client is already using your product or - offering the client alternatives, the result in any case is a purchase.

The secret of a salesperson's persuasiveness lies in his ability to match the product's properties with the client's needs, as well as the ability to speak to a potential buyer in his language.

Oleg Busygin , CEO of the consulting company Intake Consult, business coach

How to offer a product so that people buy it: two types of phrases

1. Background phrases

It doesn’t matter what product or service you are promoting, but at the beginning of the conversation you need to build the client’s trust with your sincere desire to help him. Try not to use standard boring phrases, don’t attack with suggestions, but talk.

The buyer should not feel your active desire to sell the product, otherwise he will simply run away from you.

To establish contact and start a conversation, before offering a product to a client, you need to ask a few questions to identify his needs:

• “Which colors do you like best?”
• “Take a look at this practical model. I think it's very convenient to use."
• “What attracted you to this particular option?”

After conducting such a small survey, you can move on to another tactic and “make an approach” from the other side:

• “Maybe it seemed to me, of course, but I see that you doubt it, is it so?”
• “Let’s clarify if I understand everything…”.

The client can be supported by saying a few encouraging words. Only they must be sincere, without a hint of flattery:

• “I support your choice, this model is really worth the money.”
• "I'm sure this is just what you need."
• “It's amazing how quickly you decided on a model.”

If the client has slowed down and cannot decide anything, you need to give him the opportunity to speak out, and then say the following phrases:

• “I am familiar with similar situations. This problem can be solved this way...”

All sellers, consultants and managers need to know that you should never, under any circumstances, use this or a similar phrase: “Can I help you with something?” For the buyer, this is like a red rag for a bull. He will immediately turn around and walk away from you.

2. Bright and advertising phrases.

But with the help of non-standard phrases, and even said easily, naturally, with a smile, you can attract the attention of clients. These phrases can be called advertising, but they do not scare people away. In the table we have collected the most successful expressions:

All professional sellers have their own secret strategies. They consist of carefully monitoring how the buyer behaves and feeling when you can get him to talk. You need to be nearby, but not push, the buyer should see in your eyes the desire to help, and not the flashing of dollars.

Use unconventional approaches and creativity. Play, you will succeed!

Methodology or how to properly present a product

A presentation cannot and should not represent some kind of universal action. Depending on who its effect should be designed for and what the product is, such events take one form or another. Let's look at the situation in more detail.

"Sandwich" method

Human perception is designed in such a way that it is mainly the first and last phrase or thesis that is remembered. The analogy with a sandwich is that what catches the eye is mainly the bread on the bottom and the bread on top, but the most delicious part - the filling - remains hidden from the consumer. The conclusion suggests itself: you need to make sure that the tastiest thing is on the outside.

The “sandwich” is turned “inside out” when the main points, supported by evidence, are grouped at the beginning of the presentation and in its final part. Moreover, the completion should be the climax of the entire event, regardless of its duration.

The “sandwich” technique is a good way to attract an initially uninterested audience to consume your product (in other words, those who have never heard of your product before).

"SPV" method

The decoding of this abbreviation is “Property-Advantages-Benefits”. This method is one of the effective ways to start selling high-tech products (devices) that are not radically different from the products of the previous generation.

An example would be routers. You need to understand that the indicator of the frequencies involved is not so important for the consumer - he only needs the Internet to “fly” in his home. This means that you should competently and smoothly move from insignificant numbers to understandable and relevant characteristics.

Method "Strike on facts"

A fact is a stubborn thing. It is impossible to argue with it, and being obvious, it automatically gains recognition, which means it becomes a very strong argument. If you base your presentation on facts, you will eliminate all possible doubts of the client and even instill in him a desire to purchase the good you offer. And the only thing that can prevent this is the lack of money in the required amount. (And this is where it will be necessary to provide consumer lending opportunities in all its formats).

Despite the traditional substantiation of a position with an emphasis on facts, this type of presentation is, in fact, perhaps the most aggressive.

Method "Comparison"

Offer your product to a customer on its own, and there is a good chance that he will reject it outright. But try to offer him a cheaper, but less functional alternative, and also make a comparison that is favorable to you, and the client will not only choose your offer, but he will also choose the more expensive option.

However, this technique is only good for those target groups whose participants already potentially want to part with money.

Product presentation using metaphors

Everyone wants to have the best. So raise this desire to the absolute. Call the characteristics and individual details of your product “unsurpassed”, “unique”, “unprecedented”, “amazing”. (Just read printed reviews of new Apple products after their official presentations). For greater effect, such presentations can be accompanied by comparative slides.

A “metaphorical” presentation is best suited to stimulate sales of expensive and/or hard-to-market products.

"Famous Names" Method

Despite the long service life of this method of product promotion, it continues to be effective. Perhaps because the institution of authority does not disappear over time. Moreover, this method is very popular among marketers who involve pop and show business stars in presentation promotion (a rather expensive undertaking). Using the opinions of authoritative persons is a very popular area of ​​promotion using social networks (where such advertising is also associated with segmenting the target audience).

How to offer a product to a buyer in a store

Large retail chains provide ongoing training for consultants; they invite trainers who show in a playful way how to offer a product to a buyer, conduct a conversation unobtrusively, and conclude a deal that is beneficial to both parties. During training events, managers receive professional active sales skills and acquire knowledge in psychology in order to better and faster find an approach to clients.

Let's look at the main points of interaction between buyer and seller:

1. The visitor immediately assesses the professional level of the consultant by his appearance. He must look neat, wear clean clothes, and daily makeup is required for girls. An indispensable condition is not to use eau de toilette with a strong odor. The first impression should be pleasant. Don't forget to put on a slight smile, just a natural one.
2. Before offering anything to a buyer, you first need to simply say hello and, with the help of a few questions, find out why the person came to you and what he wants to buy. Pay attention to gestures, maybe he is looking for something with his eyes (okay, if not a way out!) The answers will help you understand what product he is interested in: brand, parameters, color, etc.
3. Using careful phrases and movements, lead the buyer to the display window where the models of interest to the client are presented. Don't just talk yourself, it's important to let the person speak out about the details. Keep in mind that the buyer has a desire to buy something, so you just need to unobtrusively select the appropriate option. Of course, you need to learn this.

When demonstrating the product, be objective; excessive praise can scare off the visitor with your persistence. The manager’s task is a competent presentation revealing all the advantages and features of the product. If you have previously clarified the client's needs, then some perceived shortcomings, for example, an unusual shade of the model, can become decisive factors in making a decision.

Exaggeration and lies can play a cruel joke on you. A person can first buy a product and then return it with claims.

A good manager is not afraid of buyer objections that arise during the dialogue. Many doubts simply require some additional clarification from the consultant. The client may have many excuses, for example, the color of the item is not suitable, the buttons are inconveniently located, small or, on the contrary, large - there are enough options, but here it is important to be able to listen and direct attention to the advantages that cover the disadvantages.

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Let's look at one more situation. Let’s assume that the consultant identified the client’s need, brought him to a suitable model, showed and explained everything. The buyer takes it, pays and thanks. But what to do when the outlet is large, there are a lot of models, and there are different options that suit the buyer’s needs that you have identified. What is the best way to offer a product in such situations?

The buyer may simply get lost in different brands and models, and it will be difficult for him to make a decision. He can postpone the purchase or let the sales consultant make the choice for him and believe his arguments. In the first case, there is a high probability that the buyer will not come back to you. But there is one technique by which you can persuade a client to buy right now. Let's look at it in detail, because such situations happen quite often.

1. Don't start your presentation with your best product. Although there are exceptions, many people prefer to compare different models, designs and colors, analyze the parameters and only after a detailed review choose the appropriate model. The buyer needs to be given time, his questions answered, so that he himself decides on a certain product. Thus, you arouse interest and desire to purchase something. Now you can make an offer with a higher price, but also better technical characteristics. The buyer can again choose the best based on the data provided. At the stage of identifying needs, the manager must ask a specific question about the budget allocated for the purchase. You need to let the buyer name the amount he expects to spend. Based on this, the seller can offer the product at a higher price, observing how the visitor reacts. If you do not notice a negative reaction, then try to offer models that are 10-15% more expensive. If the buyer does not have a desire to buy the last option, then find an intermediate model between the first and second.
2. Know when to stop, don’t go through more than three or four types of goods in a row. The buyer will have everything mixed up in his head, and in the end he will not be able to stop at anything. He will want to think about it or bring his matchmaker or brother to the store. In general, you are unlikely to see him again.

Universal Plan

Competent construction of a presentation is the main step to its success. The structure of the product presentation given below will show you how to properly conduct a presentation; these are the main stages of sales that any manager should know.

But I’ll say right away that it is universal and in any case requires adaptation to the place.

Introduction

No matter what conditions the presentation of the product to the buyer takes place, it is necessary to greet the interlocutor, introduce yourself and make it clear what you are going to talk about.

If a potential buyer hears about your product for the first time, tell him about everything in more detail.

If the presentation takes place on the sales floor, the consultant needs to determine the client's need based on the rack he is considering.

If you are presenting a product in a web format, on the title slide be sure to indicate the name or category of the product in question, as well as the name of the manufacturing company of this product.

Example: the ISbox television set-top box has interactive functions: rewind, freeze frames, archive of TV shows.

It can be used both for watching live TV and as a home theater.

It provides free access to a huge video library of films and TV series that can be searched using voice control.

You still have to smile

Client problem (pain)

At the presentation, be sure to clarify the problem. This can be done during a dialogue with the buyer, or study the motives on which your future client relies when choosing this product.

When preparing an electronic presentation, the pain points of the target audience need to be predicted or analyzed in advance and put on the slide in a bulleted list.

Example: If a customer in a store chooses a TV set-top box, ask why he needs it: is he going to view his movie library or play popular games? Then build the conversation depending on the answer.

Pain

Increased pain

It is necessary in order to strengthen the need to purchase. Show the importance and relevance of the client’s pain, point out the scale and possible consequences, convince that the problem needs to be solved right now.

And for a more accurate understanding, let’s go through the pain points from the previous paragraph and increase the pain of the buyer of a TV set-top box.

Example: Are you often late at work? Do you constantly miss your favorite TV series on air?

Do you have to waste time searching for the desired series on the Internet? Losing your TV remote? Do you have to get out of bed and manually press buttons on the monitor?

How much pain... How to fix it?

Solution (offer)

The purpose of this stage is to give hope for a way out of the client’s current situation; tell him what solution you can offer him and how, with the help of your solution, he can easily get rid of his problem.

Example: Our interactive set-top box has a rewind function and stores all live broadcast recordings for 3 days.

By purchasing an ISbox, you get the opportunity to watch your favorite films at any time convenient for you.

Even if you can't find the TV remote control, you won't have to get out of your warm bed.

An interactive TV set-top box is television that understands you. Just name the movie you want to watch and ISbox will find it using voice search.

Interactive TV set-top box

Technology

Show how to use the product, tell in detail about the functions and how each of them works, arrange a so-called “test drive”.

Example: let’s continue the topic of the set-top box, so it’s worth telling how to set it up, how to connect to the Internet to access YouTube, how to download updates and install applications.

Intersvyaz has released a number of training videos for this purpose. And if there are also videos present during the presentation of your product, then you can easily operate with them.

Proof

As proof, you need to provide examples of how your solution helps customers. Cases, before/after results, or reviews are good for this.

If your presentation is electronic, place several cases or examples on the slide at once.

It is desirable that they be of different plans. This will show your expertise and ability to work with different projects.

Example: there are many rave reviews about the ISbox console, which are always mentioned during the presentation.

In order not to be unfounded, Intersvyaz employees confirm their words with the help of video interviews with satisfied clients.

One of them was caught on camera at a local TV channel and is being broadcast on the city's news program.

Price

When you have shown how much your product is needed by the buyer, he will probably be interested in the question of price. It's good if your product has a package price presentation.

Below is just a general diagram. This representation of the cost of the product guarantees a sale, because you are not “extorting” a large sum of money from the buyer, but are giving the opportunity to choose the best purchasing option.

Example: the package is minimal - therefore the minimum cost; optimal/standard package - a profitable option for both the seller and the buyer, it is often marked as a “hit of sales” or “top sellers”.

The maximum/premium package is the most expensive option, the most profitable for the seller, but the client is unlikely to pay attention to it.

Prices

Summary and call to action

Summarizing your presentation, let the client understand what benefits he will receive from working with you.

If you have already talked about them at some stage, repeat it again, do not forget about the “hamburger” presentation model - a person remembers mainly the first and last phrase of the conversation.

When a potential buyer has almost made up his mind, help him make a purchase without leaving the cash register - call him to a targeted action, because this is the main goal of the presentation of the product.

Information about a discount on a selected product, a limited number of products in stock, or “happy hour” will help with this.

Example: You are very lucky that you came to buy a TV set-top box right now, since only today, when you purchase a set-top box, you will receive a gift of your choice. Let's make a purchase, will you pay in cash?

Summary

How to offer additional products to customers

By offering customers to purchase a more expensive model or something additional from the store’s assortment, the seller strives to satisfy the buyer (after all, he buys high-quality and necessary things), and to increase the profit of the outlet, and to earn more himself. Selling additional products can significantly increase the buyer's check.

If a manager is afraid to offer expensive goods and related products, then this is a rather serious problem. You need to learn to overcome your fears, because this is only an assumption that the buyer can leave and not buy anything. There are various techniques that will help you easily sell more, thereby increasing the store’s turnover and the manager’s income.

The following basic rules will help you understand how to offer related products:

1. Develop the right approach to sales:

• The most important thing is that you must know the assortment like the back of your hand. The seller needs to constantly study the product, get acquainted with new products, because buyers are looking for real experts who will explain, show and tell. Possessing knowledge will increase your authority in the eyes of clients, and a confident and professional approach will help you sell models from a more expensive segment.
• Monitor the client’s reactions; do not “fight” him by offering what he does not need. Select options that suit your needs; the success of the transaction depends on your speed and accuracy. An individual approach is important.
• It all starts with the first contact with the visitor. The first thing you need to do is say hello and say that you can contact you with any questions about the assortment. Be friendly! If you see that the buyer is clearly looking for something, ask what the purpose of his visit is, what he is interested in from the product. Listen carefully, do not be intrusive.
• Buyers are very gentle and timid creatures. They almost strive to hide in their shell or simply sneak away. From the first words of your conversation, you should not offer expensive models, especially if you have not yet found out the client’s needs. Another thing is when he has already made a choice, you can show something from your arsenal of additional products.
• Leave it up to the buyer to decide how much they can spend. First you need to make sure that he liked the thing, he wanted it. Control the process, but take your time; after announcing the cost, wait for a response from the client.

2. Think in advance what you will offer the client:

• You can always offer some accessories. Remind that cheap products quickly break down, it is better to immediately buy a higher quality one that is more expensive.
• Understand the advantages of different models. In order for the buyer to purchase an expensive option, provide evidence that it will be more profitable, first of all, for himself.
• Many people understand that an expensive thing is better. The task of a real expert is to specifically talk about the advantages of expensive models over budget ones.
• Tell us about specific accessories, you probably know more about new products than the buyer, and some things that make life more comfortable are likely to arouse interest. You can choose from several types from different price categories. If the client is inclined to a cheaper option, then it is advisable to remind again that the stingy pays twice.
• This technique works very well: let the buyer hold the item in his hands and take a closer look. This is immediately recognized as “one’s own” if you like the feel of the product. At the same time, you can dwell in more detail on the quality characteristics, then the buyer will definitely not want to leave it in the store.

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3. Try to transfer the client to the regular category:

• The buyer appreciates attention, but tries to avoid pushy sellers. The consultant must be polite, tactful, charming and must have a good understanding of the product. This will give you confidence, and then clients will come again and recommend you to their friends.
• You need to learn how to work with objections correctly. Customers do not always like it when the seller starts offering a more expensive product than they planned to buy. Therefore, it is better to sell a person what he wants than to be left without a buyer.
• It is important for the client to leave you with the conviction that he himself chose the best product. You need to support him in this, stay with him, and not rush to run to the next one. You must treat him with all, as they say, attention and respect. The client should not feel your indifference immediately after paying for the goods. Closing the meeting is just as important as establishing contact. At this point, you need to thank the buyer and leave him your contact information so that he can contact you directly.

How to properly present a product

Choosing the right methodology is just the first, strategic step towards building a quality presentation. And then we need to move on to tactics. So, how to make a product presentation correctly? Let's look at it sequentially.

Introductory stage

Assume that the buyer initially knows nothing about the product being presented to him. You must give him all the introductory information while at the same time positioning him in relation to the company or brand. Don't skip over stages, otherwise the client may simply stop understanding what exactly you are going to sell him.

Problem Statement

To spend money, the client needs motivation, and the latter arises when a person has some kind of problem, an unsatisfied need. The situation, as a rule, is further complicated by the fact that the client is not always able to formulate this need or problem - you must do this for him yourself. You should choose clear wording and precise, genuine characteristics.

Gain

In order to decide to part with money, the client must realize his discomfort, for which this state must be strengthened (after all, previously he somehow lived without your product). This should be done in contrast, citing as an example the opportunities that open up for users of the presentation object.

Solution

Nudge the client to solve their problem with your benefit. Until now, with the help of a presentation, you have formed a need for it, as such, but now you can move on to positioning your product specifically - confirm it in the idea that it is your offer that is the most profitable.

Proof

No ideas take root in our heads without proper motivation and justification. Let's assume that you have already succeeded with motivation - justify that your product is the highest quality, the most durable in use and, in fact, the most attractive in price (or rather, in terms of price/quality ratio).

Price

When the time comes to part with their money, clients will certainly weigh everything again. For you, as the organizer of the presentation, this may mean the collapse of the entire event, because as a result of this review, the client may refuse to purchase at all. The reason for this is the reluctance to part with money.

There is only one way out here - to offer transaction lending instruments. And the more expensive it is, the more humane this lending should be.

How to offer a new product to a store: 5 simple steps

A new sales representative sometimes has to overcome strong resistance from retail directors who refuse to cooperate with new suppliers. It is clear that we are talking about those stores where there is already a large assortment. Knowing how to offer goods to stores will help you avoid falling into despair.

Step 1. Make an illustrated catalog.

Even if you can talk very colorfully about your product, it will still be a big plus if you bring a catalog with illustrations. All girls, even very mature and respectable ones, love to look at magazines (mostly our trade contingent is female). It has long become a habit to purchase necessary goods from catalogs: from cosmetics to furniture and real estate.

The catalog is solid and a little glamorous. You can even make such magazines yourself by placing photographs on the pages with a description and cost. Admit it, a boring price list with numbers is not as interesting to look at and study as a colorful catalogue. Believe me, it works. Especially with women.

Step 2. Go around all the retail outlets in your assigned territory.

So, the first time you were rejected almost everywhere. Well, let's see who wins! Sellers are good psychologists, at first they just feel you out, and you still have to prove that you have serious intentions. If, after the first failure, you come back again, this can already be considered to mean that you have clients, someone you work with, which means it’s worth trying too. You can start with a trial batch, talk about your immediate plans and new products. Try to agree in at least one place. Well, even a beginner can cope with this.

Step 3. Revisit the stores located near the first customer.

Having found your first customers, go again to the retail outlets located next to them. Share news about your business expansion. Tell us where your product is now available. Having heard that competitors turned out to be more enterprising, management may meet you halfway.

Step 4. Collect statistics and reviews.

Collect statistics and analyze how your products are sold by customers.

Step 5. Visit the remaining stores.

Increase the number of partners. It will be easier to offer your product if you have positive customer reviews. Success attracts even greater luck!

Start with small deliveries. It would be useful to make sure that the partner complies with the terms of the contract and pays for the goods on time. Trust is necessary, but in monetary matters there must be order and accounting. Even well-known stores sometimes violate their obligations, so be careful. If the conditions are not violated, then supplies can be increased.

Let’s look point by point at how to properly offer a product to a store, what arguments will convince the director of a retail outlet. Of course, we are talking about mutually beneficial cooperation:

• Especially unapproachable buyers can be convinced by good reviews and positive sales dynamics of your products in other stores.
• The retailer is not interested in the uniqueness of your products; he needs products that will bring good profits. Your presentation should convince your future partner that this product will help solve some of his problems.
• It is necessary to give the sales manager greater powers and freedom of maneuver when creating an offer for the retailer.
• Create different commercial offers and supply volumes for the testing period.
• Develop a scenario for negotiations with directors and buyers.
• At the meeting with the signing of a contract for a year, prepare additional trump cards that you can use to obtain more favorable terms of cooperation.
• You should not agree to conditions that are not entirely beneficial for you; postpone the delivery and negotiate until a new agreement is signed.
• Try to combine a meeting with the buyer on any issues important to the retailer with negotiations on the supply of new products.
• The outcome of the negotiations depends on who is leading and taking the initiative. A store cannot exist without goods; with the help of your supplies you bring money to the network.

Recommendation. Watch how children behave. The kid is sure that the toy will be his, he persistently asks for more and more, even if the parents refused at first. In the end he gets it.

Product presentation methods

There are special schemes and techniques for presenting goods that allow you to charm the buyer in no time. I will introduce you to the most interesting and effective ones.

Hamburger model

This scheme is based on the principles of human psychological characteristics. This is how the human brain works that most often we remember the first and last phrase of any conversation.

So in a hamburger, we can clearly see only the top and bottom buns, and the delicious filling is hidden inside.

According to this technique, it is the first and last sentences in the presentation that should motivate the buyer to buy.

Therefore, at the beginning of the conversation, be sure to list the capabilities and advantages of the product or show what problems the client can solve.

And at the end, “drop anchor” on making a purchase, for example, inform about a nice discount.

Example: This technique is successfully shown in an Eldorado advertisement. Gosha Kutsenko offers to purchase any product in the store and receive 10% on a bonus card for it. The anchor in this example is the phrase “Bonuses can be spent immediately.”

“Property – advantage – benefit”

The technical characteristics of a product are not always clear to the average user, so it is worth speaking in an accessible language for the target audience, showing the client the advantages and clear benefits.

I won’t go into detail about the presentation of the product in the language of benefits, since we have a separate article with many examples, so read on for your health.

On the topic: Property advantage benefit: selling technique for a marketer.

Example: if you sell Wi-Fi routers, then the offer “buy this router, with two frequency bands 2.4 GHz and 5 GHz” will only mislead your potential buyer.

Explain to him that this is a router that has two frequency ranges (property) and is more stable (advantage), so it will allow you to enjoy your favorite TV series and will not freeze at the most interesting moment (benefit).

“Figures and facts”

Sometimes people don’t really “buy” into the beautiful speeches of sales consultants. Then impressive numbers come to the rescue.

This sales technique allows you to build trust and make the presentation more convincing to the client.

Perhaps the most popular technique, which is also widely used in advertising. So be sure to try it in practice and share your experience with us.

Example: “We have been producing microwave ovens for more than 10 years and all customers are satisfied with the quality.”

Or “we provide a 5-year warranty on all equipment and free warranty repairs.” Also in the picture below you can see the application of this method.

Figures and facts

"Comparison"

Comparisons are often used to justify the benefits of products.

You can provide the client with several products of the same category and talk about the features of each of them, compare technical characteristics and external data.

This mechanism is often used in online stores of household appliances and electronics.

It helps the buyer to imagine the image of the product in detail and choose the most optimal option for himself.

Example: in the picture below you can see a clear example. Let’s imagine that a buyer is looking at a microwave; he has already formed certain requirements in his head, and comparisons help him choose the best option.

Comparisons

“Metaphors”

This method is built on the basis of many metaphorical comparisons, combined into a voluminous, impressive presentation.

Car dealers often use this scheme when demonstrating a new car brand.

Example: presentation of a Toyota model in a new body: Toyota Camry is a triumph of engineering and premium comfort, inspiring new victories.

Unique modular architecture, dynamic design with smooth body lines and advanced technical equipment allow Toyota Camry to become the standard of a business sedan.

The interior of the Toyota Camry will impress even the most discerning taste. The spacious and functional interior is designed for those who do not recognize limitations and take only the best from life.

Toyota Camry

“Tanka” method

It is used when a potential buyer is not ready or does not want to make contact with the seller, does not answer questions, or does not talk about his consumer desires.

In this case, the consultant has to take the initiative and conduct the conversation independently. Try to guess the client’s needs and offer the product that he wants to buy.

Example: “I see you are interested in this phone model? Really good choice.

It has an excellent camera and a large amount of RAM, you can take great pictures. Do you often take photos on your phone?” True, this method rarely leads to a sale, due to the closeness of the buyer.

The developers of the Market.kz mobile application demonstrated the “tank” method in their promotional video.

They seem to encourage the characters in the video to buy goods in their application, and they do this everywhere and always: even in the most inappropriate places.

https://youtu.be/uQ_szIa083g

“Customer Experience” Method

Examples of real people always inspire confidence. The story that the product presented to the client is being bought for the fifth time today, or that they came specially for it even from another city, will clearly not leave anyone indifferent.

Example: The producers of Head & Shoulders used this technique in an interesting way. They made a video about how their famous shampoo copes with the “Goodbye, dandruff” mission.

In a short story, famous TV presenters revealed the names of people from different cities of Russia who have already gotten rid of dandruff with the help of Head & Shoulders shampoo.

“Famous Names” Method

This method is similar to the previous one, only the role of experts here is not real consumers of goods, but famous personalities who inspire trust in the target audience.

Often, in the presentation of products of famous brands, the names of ambassadors are used as an amplifier for the purchase.

According to consumers, actors, athletes and TV presenters will not use low-quality products or buy low-grade goods.

Their choices are always listened to. Therefore, famous personalities can often be found advertising products on television.

Example: Let's return to the creators of Head & Shoulders shampoo. In addition to the “customer experience” method, they actively use the “famous names” method in their advertising. Thus, Yuri Dud became a recommendation person for Head & Shoulders Men.

Yuri Dud in advertising

“Price fork” model

There is a separate category of customers who, when choosing goods, are guided only by the number in the price tag. This presentation scheme was developed especially for them.

Its essence is to compare several products of different price categories - the cheapest and a little more expensive, but with a set of useful functions.

The consultant’s task is to prove that purchasing a product from the “more expensive” category will be much more profitable for the client, at least in terms of price-quality ratio.

Example: the price of a car directly depends on the configuration and engine size.

If the client needs a car only as a means of transportation, offer him the minimum configuration.

If comfort, safety and ease of driving a car are important to him, consider a more optimal option - with electric power steering, heated seats and airbags.

Price fork

Method “From general to specific”

According to this methodology, the product as a whole is first described, and then each of its parts or functions is considered separately.

We start with the most significant/largest components and gradually decompose the product.

Example: let’s return to the presentation of the updated Toyota Camry model: “Toyota’s innovative technologies provide the highest level of safety for your driving” (general).

“Intelligent security systems will warn you if the situation gets out of control” (more specific).

“There are built-in warning systems for the threat of collision with pedestrians and emergency braking mechanisms, a system for recognizing and informing the driver about road signs” (even more specific).

From general to specific

Reception “Picture of the Future”

If you know for what purpose the consumer is purchasing your product, start your argument with the words “After purchasing this product you will receive...” or “With this product you will forever forget about the problems with...”.

And show what awaits the client after purchasing your product, let him feel like a happy owner of your product.

In general, this technique is suitable for everyone who knows their target audience 100% and is confident that the picture of the future being described hits the target.

Example: the producers of Coca Cola are convinced that lovers of this drink need bright, awakening sensations even in the cold winter and describe exactly these feelings in one of their advertisements.

The “Three Yes” Method

In another way, this approach is called the “Socratic Questions” method.

Its essence is that the presentation process must be built using closed questions, so that the potential buyer answers them three times with a positive answer.

Then the fourth question is “Shall we make a purchase?” – will also be affirmative.

This is a certain psychological aspect of the human brain: if we answer the interlocutor “yes” 3 times in a row during a conversation, we will no longer be able to refuse his offer.

Example: using this method, you can ask a number of obvious questions to the buyer, for example, when buying a cell phone: “Do you like the color of this phone?”, “Are you satisfied with the quality of the photos taken with it?”, “Is this amount of memory enough for you?”

Phew... First question is there

“Putting into action” method

Helps the buyer feel like the owner of the product. This includes trying on clothes in stores, test drives in car dealerships, spraying perfume onto samples in perfume departments, etc.

The main essence of this method is the close interaction between the client and the product. The main task is to make sure that the buyer cannot part with the goods.

Example: This technique was successfully shown in an advertisement for Tide laundry detergent. The consumer is invited to try the effect of the powder with his own hands and see the brilliant result.

Crescendo method

The point is that each subsequent argument in favor of the product is more significant than the previous one.

That is, with each proposal made, the seller strengthens the desire to buy with a more significant argument.

Example: You can use this method in a direct form: “This sausage is fresh, it was delivered just an hour ago. The product is completely natural and meets all GOST requirements.”

Or you can take the path of indicating benefits for customers, as the Internet provider Dom.ru did in advertising new routers.

The video shows a presentation of the new equipment, and says that with its use, the Internet will appear in every corner of the apartment.

Method “Emotionality”

Scientists have proven that information conveyed to a person with expressive intonation is perceived and remembered many times better than dry, emotionless speech.

Use gestures during the presentation of the product, highlight the most significant aspects of the product with your voice, and pay attention to details.

Example: this method was successfully used by the MTS company in advertising its unlimited Internet service.

Dmitry Nagiyev focuses on the word “unlimited”, calling it “unlimited” in a drawn-out manner. The arm span is also appropriately used here, showing seemingly endless Internet traffic.

Emotionality

How to offer a product over the phone correctly

Conducting telephone conversations with clients has its own rules: speech must be clear, understandable and concise. It is important to immediately arouse the interest of your future partner with the first phrases.

In reality, the following happens: having introduced himself, the seller drags out a mournful motive with a listing of everything that he wants to offer the client. Honestly, how tiring and boring it is to listen to.

Such a conversation does not at all evoke the desire to cooperate, but I want to postpone it indefinitely by pressing the “Reset” button. It is clear that by agreeing to negotiate with you, the client will have to do something new, and this always involves leaving the “comfort zone”. Does he need it? It remains to be seen how this cooperation will turn out. Therefore, internal resistance increases, this is classical physics!

According to Newton's third law, “The force of action is equal to the force of reaction.”

This works in sales too. If the client feels that he is being persuaded, he will begin to resist and will not want to understand your offer, even if it is at least three times profitable for him.

What to do in this case?

It is known that 50% of success in negotiations depends on the first impression. That is why it is so important from the first sentences to make it clear to your interlocutor that he needs to listen to you. First, arouse interest, and then you can arrange a personal meeting or send a detailed commercial proposal.

You can engage your potential client in conversation using the following simple technique:

1. Don’t say this phrase (or similar ones): “I’m calling with an offer...”. It sounds approximately the same in almost all trades. You immediately think: “Do I really look that helpless? No, I don't need help." The potential buyer moves away, leaves, hangs up, because he is simply not ready to communicate with you yet.

   
   It's better to start with another phrase that has proven to be effective: “Can we talk about collaboration opportunities now?”
   This question sounds softer, more unobtrusive, so the resistance goes away. Example: “Good afternoon, I’m calling about this question. Your children's goods store is located next to the park. We sell various products for outdoor games, which sell well thanks to this proximity (balls, badminton sets, sleds, ice cubes, etc.). We are not working with your company yet, but perhaps you will be interested in expanding the range.”

2. At the first touch, there is no need to burden the client with a listing of the assortment, characteristics and properties of the products. For this you need to allocate separate time; it’s just that most people, even working with such information, find it difficult to remember and evaluate anything right away. You need to understand that you are talking about things that are familiar to you, but it will be incomprehensible and difficult for another person to listen to. Because of such mistakes, you can lose a promising client.
   When meeting, you need to “hook” your future partner by presenting some of the main benefits that he will receive through cooperation with your company.

   Imagine yourself in your client’s shoes, walk in their shoes to understand what problem your products or services will help solve. How will working with you affect his business? Sales volume will increase, purchasing costs will decrease, staff turnover will decrease, equipment will work properly, productivity will increase, all bills and taxes will be paid on time, production costs and risks will decrease.

   As American economist Theodore Levitt said, one million quarter-inch drills were sold not because people wanted quarter-inch drills, but because they wanted quarter-inch holes.

   We recommend

   “Sales department KPIs: taking efficiency to a new level” Read more

   Start from a win-win perspective, which is a win-win approach that works in the long run.

   In telephone conversations, you need to convince with the quality of your arguments, not the quantity. Speak about important things clearly, clearly, correctly. The main thing is to interest your future partner in the first thirty seconds. You need to be as efficient as possible!

   Usually the purpose of the first call is to set up a personal meeting. Therefore, it makes no sense to talk about your proposal in full, keep the details secret (let the client “bite the candy”). You can't always be as convincing over the phone as you can in person, so don't make that mistake.

How to make a product presentation that will engage the client?

Today we share with you the recommendations of Luke Goetting , a recognized expert in creating business presentations, director of the Puffingston Presentations agency.

But we'll start with the words of Konrath , an expert on integrated sales strategies.

She describes the scale of the disaster this way:

“ 95% of the presentations that I have seen (and maybe even more) actually REDUCES the chances of success . They are long and completely dedicated to the selling company, its products, its services. Blah blah blah".

You've probably experienced the pain of working with traditional PowerPoint slides more than once:

A linear presentation - with a predetermined sequence of presentation - simply does not correspond to the dynamics of live communication with clients .

As a result, a choice arises: show all the slides that are there, in the order in which they are, or abandon them altogether.

What if you could easily navigate to the content that is most interesting to your prospect? This is precisely the concept of interactive, non-linear slides .

Simply put, instead of one long story, you get a set of mini-presentations and choose the one you need based on the interests of the interlocutor.

This will save you from having to show all the slides in order. Simply use the navigation menu (like on websites or mobile apps) and use it to navigate to a particular part of the presentation.

This interactive approach gives the optimal result : slides that are relevant and interesting to your interlocutor, which only complement your dialogue with him, and do not predetermine its course.

Here are three examples of using non-linear slides for a more natural presentation:

1. If your company operates in three main areas, display them on a separate slide and allow the interlocutor to choose the one that is of greatest interest. Then move to the appropriate slide deck.

2. If you have a “success story” that perfectly answers a customer's question, go to the slide with all those stories and select the one you want.

3. If the meeting time is ending, go to the calls to action section and close the deal.

Well, in general, you understand.

You can implement slide navigation in any presentation editor. It's not difficult at all - you don't even need any special add-ons.

In PowerPoint, Google Slides, and Keynote, you can turn any text, shape, or anything else into a navigation button using a hyperlink—just in this case, it will direct you to other slides within the same presentation rather than to an external site. Voila!

In the Prezi editor, everything is even easier, since it initially provides for grouping content into separate sections that you can navigate through.

To start with:

• analyze how your meetings usually go (or how you would like them to go);
• determine at what stages it is best to ask for feedback from the interlocutor.

The starting point, naturally, will be a slide with a list of your products and services:

“Which of these services are you most interested in? Great!"

Jump to the desired section with one click.

Other reference points:

• Level of detail: start with a small portion of content on a particular point (about 5 slides). Then assess whether the other person is interested in receiving more detailed information or whether it would be better to move on to another topic.
• Personality type of the interlocutor: some clients are easier to convince with the help of detailed statistics, others with the help of more conceptual, strategic things. Personalize content for each of these roles.
• Industry: Don't waste time preparing (and maintaining) multiple presentations for each industry you serve. One document with separate sets of “industry” slides and the ability to navigate through them is enough.
• Success stories: why limit yourself to one pre-selected example? Let them all be at hand. Then you can choose on the go the one that will cause the greatest response from a particular interlocutor.
• Frequently Asked Questions: Not ready to use an interactive approach for the bulk of your presentation yet? Save it for slides with the most frequently asked questions and their answers - that way you'll be fully prepared!

Interactive slides make it easy to justify the value of your product or service to a specific customer. If earlier during a presentation you were forced to rely only on previously “obtained” information, now you will be able to adapt on the fly and, if necessary, redistribute emphasis.

If earlier you had a dozen versions of the same presentation (after all, each new meeting required its own), now you will only have one version , but you can present it in a dozen different ways .

And finally, if previously you rushed through 20+ slides and only then asked for feedback from your interlocutor, now you can receive their feedback right in the process and adjust accordingly.

Interview with Luke Goetting by Jill Konrath as part of the Engaging Presentations video series

Luke Goetting talks about interactive slides

Vegetables

Smooth, beautiful cucumbers and smooth, shiny tomatoes are not always good.

Vegetables do not grow ideally due to temperature fluctuations during the day and night. If the cucumbers are crooked, there is a chance that they were grown in your region, and not somewhere in Turkey, where it is always hot. This means that they were picked from the garden at the peak of ripeness and were not transported unripe for several days.

Color is also important. Which cucumber looks tastier?

Click on the card to check your choice.

Whatever cucumbers you prefer, the main thing is not to take soft ones or those in packaging where condensation has collected.

The most important thing about tomatoes is the smell. If a beautiful tomato or twig does not emit a characteristic aroma, it will not be juicy and tasty. The tomato should be soft but elastic to the touch. The tomato stalk should not be yellow.

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Choosing an avocado is more difficult. It is clear that it should not be as hard as a rock. But there is another secret: look at the color under the stalk. Which of these avocados will you add to your basket?

Click on the card to check your choice.

When buying mushrooms, make sure that they do not crumble or break. The younger the mushroom, the closer the plates under the cap are located to each other. In older specimens the plates are widely spaced.

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The champignon cap should be closed. A fresh mushroom will not have visible spores, but if they are still noticeable, make sure they are not gray. The mushroom itself is light in color, without black inclusions. Do not buy champignons with damaged or dark film between the stem and cap.

www.videoblocks.com

Frozen products should be poured into the bag, and not lie in one lump. Sticky pieces of ice indicate that the contents of the package have been frozen and thawed several times.

Advice from Instasmart

Remember to grab refrigerated and frozen foods at the very end of your shopping so that they don't heat up while you're walking around the store.