Недавно я закончила читать книгу гуру маркетинга и продаж Сета Година, которая называется «Фиолетовая корова».
Книга посвящена приемам и методам увеличения продаж.
Вы спросите, почему книга называется «Фиолетовая корова»? Вот как на это отвечает сам автор книги.
“Когда несколько лет назад я с семьей путешествовал по Франции, мы часто любовались живописными пастбищами с сотнями коров, будто сошедших со страниц детской сказки. На протяжении десятков километров мы наблюдали эту картину.
Но уже через двадцать минут мы перестали замечать этих коров. Новые коровы ничем не отличались от тех, которых мы только что видели. То, чему мы сначала удивлялись, стало хуже, чем просто привычным. Оно стало утомительным. Картина со стадами и пастбищами через какое-то время всем наскучила. Это были породистые коровы на зеленой поляне, залитой солнцем, но они все равно уже не вызывали первоначального интереса.
А что если бы хоть одна корова была фиолетовой?! Это уже гораздо интереснее. По крайней мере, на какое-то время”.
Суть принципа «Фиолетовая коровы» в продажах, как объясняет автор книги, заключается в том, что для того, чтобы привлечь внимание клиентов именно к своему товару/бренду/компании, наш товар/бренд/компания должны быть особенными, выдающимися, выделяющимися на фоне других и этим привлекающими к себе внимание.
И даже если компания не может похвастаться каким-то уникальным товаром, его особенным качеством или суперценами, то можно выделиться на фоне конкурентов даже своим подходом к клиенту или отношением к покупателю, если оно будет особенным, интересным и запоминающимся.
В рознице, в этом смысле, выделиться не так уж и сложно.
Например, если покупатели видят в большинстве магазинов устало-мудрые лица продавцов, то в магазинах компании, применяющей принцип «Фиолетовая корова», все продавцы должны быть активными, жизнерадостными, встречающими покупателей с улыбкой на лице.
Если в первых магазинах продавцы встречают покупателя словами «Вам что-то подсказать?», «Вам помочь?» и т.д., то магазинах компании, желающей увеличить свои продажи, продавцы будут использовать какие-то оригинальные способы (речевые модули) для завязки разговора с покупателями.
А как вы можете применить данный принцип в своей компании?
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