Продажи, особенно в сфере fashion, красоты, подарков, в цветочном бизнесе и т.д., должны иметь в себе сильную эмоциональную составляющую.

Продавец, продающий одежду, цветы и т.д. должен уметь красиво и вкусно говорить, чтобы вызывать яркие эмоции у покупателя и, соответственно, желание купить.

Но часто, проводя тренинги продаж, я, как тренер, замечаю, что продавцы вообще не умеют выражать свои мысли в яркой и красочной форме, имея в своем арсенале несколько стандартных слов типа «красивый», «отличный», «необычный», «оригинальный», «удобный», «качественный» и все.

Поэтому я всегда одной из задач на тренинге ставлю повышение словарного запаса слов продавцов, за счет предоставления им слов-синонимов, альтернатив тем словам, которые они используют чаще всего.

Посмотрите в таблице, как богат синонимичный ряд слова «красивый»

слова

И только представьте себе, что эти слова буду звучать в речи продавца!

Пример. Вы замечали, как большинство продавцов называют цвета неважно какого товара: будь то одежды, керамики, цветов и т.д.?

Просто красный, черный, синий и т.д.

Скучно!

А ведь можно сказать не красный, а клубничный, гранатовый, не бежевый – а кремовый, пудровый, нежный какао, не бордовый – а винный и т.д. Почувствовали, какие яркие и сочные образы возникают от более интересных и “вкусных” слов?

Depositphotos_84185554_original

Использование профессионализмов также может сделать язык продавца ярче и богаче. Возьмем, например, модную терминологию в сфере fashion. В сфере обуви есть такое благозвучное понятие, как «меланж», который означает неравномерное окрашивание кожи, или интересный термин «томбой», который означает мужской стиль в женской одежде и обуви. Все эти модные слова, помимо того, что продают профессионализм продавца, также украшают его язык, речь.

Главное только не удариться в крайности и не заговорить на каком-то своем сугубо птичьем профессиональном языке, непонятном для рядового потребителя.

букетОсновное условие здесь следующее: употребил продавец непонятное слово – сразу же перевел его с русского на русский.

Например, продавец в бутике сказал не просто «casual», а прокомментировал «casual, то есть повседневный стиль», или в цветочном магазине «бидермейер, то есть круглый букет». Используя профессионализмы и раскрывая их, мы включаем эмоцию интереса, одну из основополагающих эмоций человека.

часыПомогают сделать речь продавца богаче и ярче также употребляемые метафоры, сравнения. Они, обходя логику покупателя, сразу воздействуют на сферу эмоций, благодаря тем образам, которые они создают. При этом чем ярче образ, тем большее влияние он оказывает на клиента.

Например, «свитер легкий как пушинка», «этим гаджетом также просто пользоваться как ходить», «эта ткань ложится на тело как вторая кожа» и т.д.

Короче, метафора нужна продавцу как геологу карта))

Итак, я за то, чтобы язык продавцов становился богаче, вкуснее, ярче.

Для этого важно:

  1. научить продавцов использовать синонимы;
  2. дать им хотя бы минимальный словарь профессиональных терминов;
  3. объяснить, что такое метафоры и какова их роль в общении.

Этого можно добиться просто вывесив на видные места таблицы с синонимами наиболее часто употребляемых слов, научив продавцов правильно использовать профессионализмы, а также метафоры (даже придумать заранее несколько метафор для них!). И для этого не нужно прибегать к услугам тренеров. А можно просто потратить пару часов на поиск в google и потом распечатать полученные находки. Главное – было бы желание!

Ваша Лидия Спевак

бизнес-тренер, коуч

“Помогаю розничным сетям увеличивать продажи, обучая их продавцов”.

Тут вы можете бесплатно заказать у меня вариант программы тренинга продаж для вашей компании с учетом специфики ее деятельности

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