Как показывает моя практика работы бизнес-тренером, одним из важнейших препятствий на пути к успешным продажам являются установки продавцов. Продавец может уметь вполне успешно продавать, но он не будет этого делать, если у него есть своеобразные ментальные «ловушки», в которые он в свое время попал и которые не дают ему проявить свои умения на практике в полной мере.

Такими «ловушками» или, как их называют в психологии, «установками» могут стать самые разные мысли продавцов, такие как, например, «все хотят скидки и без скидок не покупают», «наш товар некачественный», «люди сами не знают, что хотят», «у конкурентов товар лучше» и т.д. Данные установки становятся для продавца ограничивающими, т.к. мешают ему совершать продажи с легкостью и получать тот результат, который он бы имел не будь у него соответствующих установок.

Одной из основных задач на пути к успешным продажам является выявление ограничивающих установок продавцов и работа с ними.

Для этого на тренинге либо непосредственно перед ним можно провести для продавцов соответствующий тест, который приведен на рисунке.

установки

Как видим, нужен обычный лист формата А4, который мы подписываем словами «Сложно продавать …» и делим на 4 части, в каждой из которых пишем следующих текст: «когда компания…», «когда товар…», «когда клиенты…», «когда я…». Продавцы должны продолжить каждое предложение минимум 5 раз.

В итоге всего за каких-то 30 минут вы получите подробный список всех тех препятствий, которые мешают продавать именно вашим продавцам.

Как правило, большинство названных препятствий – это ограничивающие установки продавцов. Но там же могут быть указаны и навыки, отсутствие которых ощущают у себя продавцы.

Например, проведенный мною недавно опрос в крупной обувной сети, в которой я провела цикл тренингов по продажам, показал, что продавцы не умеют справляться со стрессом, не умеют работать с конфликтными клиентами, не знают, как работать с возражением «я видел в другом месте (в Интернете) дешевле…» и т.д. В результате полученных результатов пришло понимание того, над чем или, вернее, с чем необходимо работать на тренинге по продажам.

Поверьте, порой качественная работа с установками продавцов, создание новых прогрессивных установок дает более ощутимые результаты, чем классический тренинг по продажам.

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