Недавно я писала о том, как можно в процессе тренинга продаж вскрывать ограничивающие убеждения продавцов (См. статью “Установки продавцов как главное препятствие на пути успешных продаж”).

Сегодня я хотела бы поговорить еще об одном методе. Это работа с метафорой.

Метафора (в переводе с греч. “перенос”) это сравнение, перенос свойств одного объекта на другой. 

Например, мы можем сказать о коже ребенка, что она “нежная как бархат”,  что балерина “легкая как перышко”, а кто-то “трезв как стеклышко” и т.д.

Сравнивая то или иное явление, событие или процесс с чем-то, то есть создавая метафору, человек выражает к этому явлению, событию или процессу свое отношение, взгляды и убеждения.  

Зная метафоры человека, можно узнать многое о нем и его отношении к тем или иным объектам.

Представьте себе ситуацию, когда трое мужчин рассказывают о своей машине. И один из них говорит о ней как о «рабочей лошадке, не раз выручавшей его по жизни», а второй называет ее «красавицей, на которую не жалко никаких денег», а третий – «средством передвижения». Думается, можно догадаться, как в жизни эти метафоры отражаются на отношении собственников к их автомобилям?

Или еще пример. Женщины рассуждают о детях. И одна говорит о них как «о цветах жизни», а вторая называет «кровопийцами». Разницу в отношениях к детям чувствуете?

Метафоры очень красноречивы. Порой одной метафоры достаточно, чтобы понять, как клиент оценивает свою ситуацию, относится к ней. Недавно ко мне в коучинг пришла клиентка с запросом в сфере заработка. Описывая свою ситуацию, она  сказала, что находится в “финансовой пропасти”. Ощущаете, сколько эмоционального заряда и ощущения безнадежности в этой метафоре? И такую метафору нельзя пропустить! Ее нужно услышать, уточнить, развить, при необходимости преобразовать и т.д.

Вернемся к метафорам в тренинге продаж.

На тренингах продаж я часто спрашиваю продавцов, с чем, по их мнению, можно сравнить продажи. Вы даже не представляете, как много бывает разных вариантов.

нноКто-то говорит, что продажи — это борьба,

кто-то — что соревнование продавца с покупателем,

кто-то — что азартная игра,

кто-то — что ловкость рук и никакого мошенничества,

кто-то – что продажи — это как отношения вороны и лисицы из басни,

а кто-то даже сравнивает свою работу со стоянием на паперти с протянутой рукой…

А теперь на минутку остановитесь и, вернувшись к вышеприведенным примерам, подумайте, как указанные метафоры, по сути раскрывающие отношение продавцов к процессу продаж (их убеждения), влияют на поведение продавцов в самих продажах.

Будет ли разница в поведении продавца, считающего, что продажи – это азартная игра, от продавца, сравнивающего продажи со стоянием на паперти? Конечно будет, скажете вы и будете правы.

И задача тренера в тренинге продаж обсудить с продавцами их метафоры, влияние этих метафор на их поведение в продажах и отношение к ним.

Также тренер может предложить продавцам в группах создать идеальную метафору продаж. Как правило, появляются образы парного танца, ухаживания молодого человека за девушкой и т.д.

Работа с метафорой в тренингах всегда проходит очень динамично и интересно для участников. А сколько бывает инсайтов!

Попробуйте!

Ну а если понравится, то метод метафоры можно использовать и в самом процессе приема продавцов-консультантов на работу. Ну зачем вам кандидат, который сравнивает продажи со стоянием на паперти. Он не любит процесс продажи и не будет продавать с полной отдачей. В то время как вам не хватит ни времени, ни иных ресурсов, чтобы его переубедить. Ищите тех, чьи метафоры продаж максимально соответствуют корпоративной культуре и ценностям компании.

Больших вам продаж!

С уважением, бизнес-тренер, коуч
Лидия Спевак
Я помогаю розничным сетям строить отделы обучения с «нуля»
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