Попробуйте двух своих разных знакомых спросить, почему им нравится одна и та же машина.

Предположу, что один из них скажет что-то вроде: «Потому что она большая и вместительная, а также удобна для поездок за город».

машинаДругой скажет: «Цвет мне нравится, да и наворотов в ней много. Понравилось, что на всех сидениях есть подогрев, это для нашей холодной зимы очень важно».

И постороннему наблюдателю может даже показаться, что говорят они о двух абсолютно разных машинах.

А все потому, что каждый из них замечает в машине именно то, что ценно для него. Другими словами, так ваши знакомые сообщат вам о тех критериях, которыми они руководствуются при выборе машины.

А теперь представьте, что им нужно продать эту машину друг другу. Получится ли у них, если они будут равняться на свои собственные критерии выбора? Вряд ли! Пока они не услышат другого человека, не поймут, что ему важно при покупке машины, они вряд ли добьются успеха!

Поэтому так важно слушать и слышать своего клиента в продажах и ловить критериальные слова или слова-маркеры, то есть слова, которыми он описывает критерии своего выбора, то есть свои основные предпочтения.

Вот примеры общеупотребительных критериальных слов:

критериальные слова

Так как под критериальными словами, как мы сказали, скрываются главные предпочтения клиента, он, как правило, произносит их не один раз, либо с особой (заметной для собеседника!) интонацией.

3Задачей продавца является услышать эти слова и вернуть их клиенту при презентации своего товара.

В вышеуказанном примере для одного знакомого мы будет продавать вместительность машины, а также то, что она большая и удобная для поездок за город. А второму – ее цвет, подогрев сидений и навороты.

При это очень важно не переводить эти слова с русского на русский, а использовать их в той форме, в которой их использовал сам клиент.

Например, покупатель говорит, что обувь должна быть «комфортной», а мы ошибочно переводим критериальное слово на более привычное для нас слово «удобный», или клиент хочет платье без «блестушек», а мы переводим слово на «пайетки» или «блестки» и т.д.

Попробуйте ловить критериальные слова ваших клиентов и использовать их в своей работе, и посмотрите, как это отразится на вашем общении с ними и в конечном счете на продажах.

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