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In the theory and practice of sales, communication with potential customers is one of the most important and frequently raised topics. However, few people understand why they should be defined at all by an ordinary businessman.

Knowing your potential customers, you will be able to accurately determine the needs of your target audience, predict their questions and objections, offer the most optimal conditions for cooperation and promotional offers. As a result: the number of customers will grow, sales figures will increase.

From this article you will learn:

1. Criteria indicating who the potential customers are
2. How can you search for potential clients?
3. How to call potential customers the right way
4. How to work with potential clients
5. The role of Internet marketing in communication with a potential client

4 criteria for identifying potential customers

Criterion 1. The client must need your product

If you want a potential buyer to one day leave this category and turn into a real one, it is important for him to fit this condition. It makes no sense to waste your energy, nerves, time on a person who does not and may not have a need for your product. So why put up a cigarette stand in a kids café? Or offer the freshest tenderloin to a vegetarian?

But there is also another situation. When potential client until he knows about own needs in service. Then it is important for the seller to politely tell him.

Let's say it didn't occur to a bank executive how much the productivity of his loan officers would improve if they learned how to touch ten-finger typing on a keyboard. Imagine for yourself how in this case the proportion of nervous clients who get tired of the mere sight of a girl slowly typing documents with two fingers will decrease.

However, if we are trying to sell a product in which a person definitely cannot be interested, then we have pure imposition. And it is extremely important for the seller to remain persistent, without turning into obsession during negotiations with potential customers.

Criterion 2. He must have a desire to buy your product

Do you think that need alone can be the basis for a deal? If you think about it, almost every one of us tends to ignore many of our needs all our lives. And desires seriously contribute to this.

A simple situation: it's time to change your winter jacket, but a person wants to go to Turkey, and he spends all the remaining money on his desire.

The firm needs new technology, but a brand new Lexus is bought for the chief accountant.

Or even more absurd: the staff does not receive a salary, they begin to demand it, but the owners of the company lost money on roulette.

All of the above takes place on an impulsive level, familiar to all new parents. So up to four years, many children scream: “I want!”, - and it is difficult to stop them.

But back to our serious conversation. When should a direct sale occur, who should act as the lead initiator? You come to a person who you think fits the image of a potential customer and you want them to buy your product. The desire to receive this thing should be in him from the very beginning, or will you cause this feeling?

Criterion 3. The customer must have the funds to buy your product

The most modern, functional, beautiful Apple laptops would certainly look great in the premises of any company. But to offer such a product to the editor of a regional newspaper is absurd. And not for the reason that he himself would not like to sit at one, and journalists cannot work on such a keyboard. Everything is much simpler - there are no funds for such things.

When you are going to a business meeting with a person, several people who fit the first two indicators, consider whether these potential customers are wealthy enough to pay for your offer. But, here it is necessary to make a reservation, it has been verified more than once: in the presence of a strong desire, a person in almost any situation will find an opportunity to realize it.

Criterion 4: The customer must have the authority to decide whether to buy your product

It may well be a very ambiguous situation in which you will build a dialogue with a potential client for a long time and persistently, and later you will find out that he cannot make a decision on this issue at all. Where the deputy head of security has several assistants and his own deputies, this is quite possible.

Typically, such situations arise when working with corporate clients. You communicate with people, organize truly impressive presentations, and you are only promised to call back, think, consult. This means that these persons do not have all the necessary authority to give you an answer regarding the purchase of your services / products. But how can you admit this to a simple sales manager?

How to write a profile of a potential client

The client's portrait is a figurative description of the consumer. In marketing, the concept of "portrait of an ideal client" hides the target audience interested in your offer. When deriving this image, a large amount of information about demand is used.

By analyzing the portrait of potential customers, you will be able to attract visitors. Without such a tool, all your marketing activities will be of little effect.

The portrait you need should display: goals, problems, interests, demographic characteristics, desires of a small group of people.

Before compiling such a portrait, it is important to know who your target audience is. Here is a clear example of buyers of an educational site:

• Age. 18 - 42 years; 43 - 65 years old. The second group includes the most purposeful consumers, they have already realized that it is time to earn their income, and not work for someone. In the first - people for whom it is important personal growth who want to learn more, earn extra money to support the family.
• Floor. Men and women are almost the same number.
• Position in society- social. The class is average or slightly higher.
• Financial position. Family income is average, but preferably more.
• position in the family. 65% are married couples, the remaining 35% are single, single or unmarried.
• Education. Secondary special, higher - 80%.
• Place of residence. Urban residents - 85%, rural - 15%.
• Client problem. Low wages, delays or desire to earn more.
• Client fears. Diffidence. However, in any case, it is important to understand that everyone has a desire to develop and grow. To conquer fear, we have pride, the desire for knowledge.

When evaluating a potential client, one can consider not only behavioral, socio-demographic, but also sociological, psychological indicators, religious views, nationality, etc. The more detailed the data in the portrait of a potential client, the easier and more productive it will be to conduct a subsequent PR campaign.

Start by analyzing the information, generating ideas, listing the needs of the potential buyer.

There are sources where you can take data to describe the portrait:

• expert survey;
• research of current clients;
• research of search queries from Yandex.Wordstat;
• study of existing statistics in areas;
• studying the behavior of visitors to your resource on the Web based on Yandex.Metrica;
• consideration of the social sphere.

As you build your prospect's image, ask yourself these four questions:

• What “problem” does the product solve when buying?

Example: when buying a puncher, people want to get not a device as such, but holes in the wall. Then the hole is the solution, and the perforator is the service. Thus, it is necessary to offer a specific solution, not a service. The consumer is usually not so important about the name of the product, he needs to understand which of the problems you will save him from.

• Who is the buyer of your product or service?

Suppose a novice IP manager needs accounting services. In order not to spend money on the salary of a permanent accountant, tax payments, furniture for a person’s workplace, he goes to a contractor. In case of incorrect reporting, the businessman can make a claim.

Submit your application

• Where is the client located?

In order for the placed ads, a specific trading platform to generate income, it is important to choose a suitable location for them. For example, through such advertising platforms as Yandex.Direct, targeted advertising on VKontakte, you will be able to promote your info product.

• With which problematic issues the client encounters more often?

Usually this question is: "Where to buy?". Of course, it is possible to sell "on the forehead" directly through the selling site. But the best way is another way: it is more comfortable for a person to buy, having read useful content, going to the article page, to the site with a link to the selling page.

The most simplified method of forming the image of a group of potential customers consists of three points:

• Define the customer category. Suppose we take those who want to learn how to make money on the Web. Evaluate this in terms of the economic effect achieved. To do this, answer the following questions: “Are there enough customers who can pay for your offers?”, “Can you meet their needs?”. At the first stage of e-mail marketing, work on one group of consumers, and then add others.
• Gather available customer information.
• In the map of needs, describe the portrait of the consumer. Let's dwell on this point in more detail.

Steps to map a potential buyer:

1. Describing the client(its location, economic situation, behavior, etc.).
2. We consider his tasks, aspirations - internal factors . Let's take an entrepreneur as an example. Such a person has the following goals: increasing profitability and developing his company. Then it is important to consider how many competitors he has, what their actions are, what difficulties there are with consumers, suppliers and others.
3. Incentives, goals external factors . The goal of a businessman is to increase sales by 15% in a year, by 20% in two years, and after 5 years to sell the business in order to delve into a more promising direction. Here, a person's own aspirations act as an incentive to achieve their goals.
4. His feelings, knowledge. What problems does the client face in their work? What options for getting rid of them are you ready to provide him? How will the consumer feel when they achieve their goals? What information should he have in order to opt for your offer, and not go to competitors?

Where to get leads data

To begin with, let's analyze where to get information from to form a database of potential customers:

1. List of sites issued search engines (Yandex, Google, Rambler). The TOP-30 search engines for various queries include those resources where information is frequently updated.

2. Advertising. Think of a list of advertising media that potential clients of the company use for their own promotion, as this will help us answer the question "How to find potential clients." The easiest way to work with contextual advertising, a variety of catalogs, advertising, trade newspapers and magazines. Also, radio, television, outdoor advertising will help you.

3. Electronic trading platforms. They are universal (diversified), sectoral, grocery. Here companies post their real requests, but to see them, you have to register or pay for access.

Here are several options for such resources: UseTender.com, Tender.su (universal), www.tradecable.ru (cable, electrical products), www.nge.ru (petroleum products), www.lke.ru (paints and varnishes), www. polypipe.ru (polymer pipes), www.cislink.ru (food and other consumer goods), eMatrix.ru ( computer technology, components), b2b-energo.ru (power industry).

4. Information business directories. We should be most interested in directories containing data across the country and in all areas. Namely:

• Yellow Pages;
• Business address;
• Business Card;
• Allinform.ru;
• Compass Russia;
• Biz-Info.Ru;

5. Regional Internet resources. Examples include the information and business portal of the city of Izhevsk, the ALL-BIZ.INFO: Russia server, the Internet Capital advertising center. This list is almost endless, because our country is not small!

6. Bulletin boards. For example, "Avito", "From hand to hand", "Yula", etc.

What other methods can be used to search for potential customers

Once you've mapped out your potential customer profile, it becomes clear who to look for. Below we will talk about the methods by which it is possible to search for consumers.

There are several options for identifying potential customers that can reduce the time spent quite well. However, we note that one method alone will not be able to provide you with a large number of potential buyers. Only their combination will be effective. Try to put into work each of the presented methods, then you will find a suitable combination.

• cold selection

This method is the most widely applicable and effective. Its use suggests that you have very little data. Some salespeople eschew cold screening because they are afraid of being intrusive and consider it a waste of time. Therefore, you need to look for real masters.

Let's say you sell an advertising platform and come to a large business center for a meeting. Just think, many companies you don't know work in this building. Why not go to some and offer your services? You can kill two birds with one stone: identify the need, and if you're lucky, negotiate a deal.

But do not tell the consumer that you were just passing by and decided to meet. Then you will receive an answer from the interlocutor that he is busy, cannot communicate with you now and will be right. He has a whole day scheduled, and you invade his plans, why should he want to work with you?

The task of "cold selection" is to make it clear to a potential client that his business is very important to you, that is, you came here only for his sake. You can say that you have heard only the best reviews about his company and will be glad to cooperate.

• word of mouth

A long-established method. You just need to ask buyers if there are other potential customers in the market. Just ask if anyone else would like to buy your product. So you will be able to increase the number of potential customers exponentially.

Remember that word of mouth will be more productive if you focus your efforts on finding new options with the help of those who have bought from you. And only then turn to the category that is not yet familiar with your offer so closely.

If the client was satisfied with what he received from you, he will list his friends and acquaintances for you without any problems. Although there are those who refuse to share such information, since such behavior can be assessed by acquaintances as an invasion. When you hear: “But don’t say that I gave you the phone”, know that the person does not trust you. If his friends are unhappy, he will feel guilty.

• Public opinion

This method is also called "center of influence". Public opinion is built by specialists, people with authority. They themselves do not invest in your offer, but they are able to advise you, your company to their friends. Let's say you sell computers, then a good programmer can tell those he serves about you, and with his help, a real increase in the number of potential customers is possible.

In this way, potential customers learn about your product, while they are not personally acquainted with you. Trust in you will arise, as an authoritative person spoke well of you. True, such people are not easy to find, but if you succeeded, do not miss your chance! Tell us about the benefits, advantages of your product, be sure to keep in touch in the future.

• Direct mail

This option has a low level of performance and is not suitable for everyone. Perhaps the main plus here is that it is possible to transfer information about yourself to such a number of potential customers that it is impossible in person.

Another advantage of the method is that direct mail does not interfere with the recipient at an inconvenient time. In addition, it is many times more accessible than cold calls or PR. If you get a response, then you have managed to interest your potential client. But, unfortunately, such advertising annoys many, and not everyone responds.

• Finding potential customers by phone

This method has many advantages. For example, telephone communication makes it possible to act flexibly, responses to objections can be adjusted to a particular interlocutor. Moreover, at the end of a telephone conversation, the transaction can be completed, which will save you a lot of time.

• Former and current clients

“People are interesting to us when we see that they are interested in us,” said Publius Syr. Based on this opinion, remember that it is important to keep in touch with former buyers from time to time, even if at the moment your offer is not in demand by them. While you are thinking about how to attract new potential customers, competitors are processing your past and present.

With just one phone call, you can find out about the needs of your old buyer, let him know that you remember him, and, of course, remind you of yourself. Since if the consumer feels that he has been forgotten, he easily leaves for another company, which, in his opinion, treats him more attentively.

It doesn't matter what product you offer. In any case, it is necessary to keep a detailed record of information for each buyer. Write down when the person bought the product, how much. All the data collected is necessary to represent when a current buyer will need your services again, and when you should call him.

• Search for clients on the Internet

It is easy to find new consumers and information about potential customers on the Web. After all, they, like you, have sites on the Internet (official website, pages on social networks), so you only need to type a key phrase in the search engine. Then feel free to send your offer to the client's e-mail, but it's even better to call in person.

• Seminars

Conducting a seminar is an opportunity to tell the audience about your product. But remember that such an event is not intended for transactions. Once completed, hand out a short questionnaire (for you, it will be a prospective client questionnaire) to your attendees and let them describe how they benefited from discussing your offer. Having received such data, you will be able to identify a group of potential buyers and build further communication with them.

• news

The media is a great way to find potential buyers, you just need to learn how to use this resource. Here you get data that allows you to reach a future client. Thanks to the media, it will be easier for you to communicate with him, because you are already indirectly familiar from articles in newspapers, interviews on local TV channels.

• Business connections

This technology works according to a very simple scheme: "My friend's friend is my friend." In the process of searching for potential buyers, try to remember all your friends and acquaintances. They will share reliable data about your likely customers with you.

How to create a database of potential customers

Now let's talk about how to collect the received data directly into the database of potential customers.

Create a table form for the customer base

First you need to understand what kind of information about a potential client you need in the database. Usually everything starts with a serial number ("No. p / p"). Further columns under the name of the company, full name of the head, his contacts. After that, there are columns with marks about paid orders / completed projects, pre-orders (which are under discussion).

Make the "Comments" field to mark the name of the person responsible for the interaction and the difficulties of working with specific client: what should be paid attention to, how best to communicate with him. That is, the table can have all the columns that you find useful.

Give a task to managers

So, you have found all the necessary data. Now all the information needs to be brought into a single form. To simplify your task, distribute the form of the table to managers and tell them how to fill it out.

Consolidate documents received from managers into a single database

In this case, a very simple copy-paste operation awaits you, after which you will receive a ready-made database of all potential customers of your company. It is necessary to put the resulting table on the server, open access to all managers so that changes are made without delay. So you will be able to constantly monitor the quality of work of subordinates.

How to attract potential customers

• Direct mail.

We emphasize that you should not flatter yourself, this is not the most reliable method for finding potential customers. Although with a certain effort, it can also be useful. The best strategy is to send about 10 emails a day and call the same people a couple of days later.

• Through advertising.

Advertising in your area will be useful to attract potential customers, but it is important to present it correctly. To do this, first of all, find out what problems your potential buyer is worried about and offer him a solution. Don't forget to include your company's contact information in these ads.

• Exhibitions, conferences, fairs.

Such events allow you to collect a whole database of potential customers in a day and work productively on attracting. In fact, it is not necessary to become a participant in events, you can go as a guest.

• classic interaction.

Here you will have to follow several steps. First, sales managers form a list of potential customers and pay visits to all of them in order to establish communication and persuade them to sign contracts. This method can be called very productive, it is only important that work on it be carried out systematically.

How to write your first letter to a potential client

The first e-mail to your potential customer should be short, yet in an easy way to lead to subsequent communication. Remember that sales emails are necessary to build communication with potential customers, they are not like a regular mailing list. The bottom line is that the relationship with the addressee has not yet been built, which means that you cannot demand undivided attention from him.

Leaders often complain that letters go unanswered. There is nothing unusual in this, because most often such messages are unnecessarily complex, incomprehensible. As experience shows, almost any e-mail is built around this topic:

• topic: ABC (so we will designate the company for example);
• appeal: greeting + name + classic how are you?
• paragraph on merit ABC companies;
• description of goods and offers ABC companies;
• clients ABC companies (list of well-known names);
• interaction attempt under the pretext of a 20-minute phone conversation: “We would like to talk to you to tell you more about our services”;
• Contact details:“If you have any questions, we will be happy to answer this number (tel.) + link to the site;
• Regards + contact information.

Now let's look at why such emails are usually sent to spam. To do this, we will try to consider the newsletter through the eyes of a potential client:

1. The subject line doesn't tell me anything - why should I open it?
2. We do not know each other, so concern about my condition seems feigned.
3. I'm not interested in your company, why should I read this?
4. Which of the above should seem interesting to me?
5. If you cooperate with such serious organizations, you will treat me with disdain.
6. Do you really think I have time to listen to you for 20 minutes?
7. You seem to think that I am an idiot, unable to find your phone number and website at the end of the letter if necessary. And you really believe that I dream of meeting you, having already spent three minutes of my free time writing this letter.
8. The last one is a lie. What is respectful in your letter?

In general, the very fact that sometimes sales managers get at least some kind of answer is surprising. Such a letter is akin to a request to be blacklisted.

Now let's talk about the sales email scheme, which you are more likely to get a response to and which can lead to a meeting with potential customers:

• topic: something that can interest a potential consumer;
• appeal: Dear + name;
• enumeration of benefits:“I am writing to you because ...” (name all the useful things that you can offer the client);
• “Here is a list of companies similar to yours (list) that we have already helped” (complete with numbers of potential benefits);
• "As soon as you answer this letter I will send you everything necessary details so you can decide if our offer is worth your time”;
• your name, contacts.

Now let's explain why the modified canvas works much better:

1. The subject line encourages the recipient to open it. A good option to start communication may be to mention recent changes in the field of activity of a potential client of your service, etc.
2. Of course, most firms today use an informal style of communication, but the letter is still better to start respectfully. Formality offends few people.
3. People always appreciate if you can get to the point quickly enough.. For a potential client, the essence is the benefit that he can derive from cooperation with you. So let him know about it.
4. This is your sales letter that starts with a profit for the buyer. The listed firms must correspond in terms of the level of the company of the potential consumer. But it happens that there is no such list, then start with the phrase: "our clients hired us in order to ...".
5. It is foolish to expect that the first e-mail will force the client to agree on a meeting time with you. Therefore, you bring him to the next step, which will be an indicator of a person’s interest in communication.
6. A potential client is smart enough to call you or visit your website, if he needs it.

How to make the first call to a potential client

If you just decide to call potential customers, remember: the first call is made only according to a clear plan. Structured, unobtrusive communication will allow you to immediately win over the interlocutor. The main goal is to say why it is better to cooperate with you. What is so difficult about this? Just in case, remember a few basic principles of work during cold calls:

1. You need to learn how to instantly reincarnate.

Many sales managers will say: "But I'm not an artist!". If you care about selling, you have to become one! Turn on the TV, where most of the show cannot find real characters, so they use the services of professional actors, and the viewer believes them. Such tricks increase the ratings with incredible speed. Always remember this, because your consumers are the same people.

2. Be able to fully capture the attention of your interlocutor.

Learn to use the right (rhetorical) questions. Work on the correct wording that can direct the client in a certain direction. Get him to say the first "Yes." Ease, ease - the key to your success in communicating with potential customers.

3. Explain the purpose of your cold call.

Let the person know why you picked them. Briefly but succinctly introduce your organization. It is important to dwell on key provisions, there is no need to “pour water”, as a person is tired and can hang up.

4. Do your best and get first business meeting (acquaintance).

• It is important to learn how to formulate comprehensive answers to all the questions voiced in the course of negotiations with potential clients. You are limited in time, and you need to have time to convey a large amount of information. In this case, strategic business planning will be your lifesaver, that is, you need to think over a conversation plan with a potential client in advance.
• If you want to convince the interlocutor, create such an emotional environment in which he will feel complete confidence in how important it is for him to resort to your help.
• Most often, refusals are explained in a banal way: the question was constructed incorrectly, so a negative answer was the most logical. Imagine that you are an insurance agent. You say to a stranger: “Hello! Would you like to insure your life against unforeseen situations? Be sure that in 90% of cases you will hear: “No, we would not want to.” The reason is that your categorical question begs an equally categorical answer.

Correct Business Speech: Hello! We offer you insurance own life against all kinds of accidents by obtaining an insurance policy from our insurance company (hereinafter short description your benefits).

• Depends on the reaction of a potential client to the service offer next question specialist. If you suddenly come across a complete denial, do not be intrusive - this can become a reason for forming an opinion about the low level of professionalism among the employees of your company. Remember, it is unlikely that anyone will remember the name of the caller, and the brand will remain at the hearing.
• Everything that you tell your potential consumers should be as truthful and realistic as possible. The client should have a picture about who he will be dealing with. Your brilliant reputation is a guarantee of the company's success!
• Do not forget about a simple rule: everything ingenious is simple. A person can feel affection for you when he hears his name: “Hello, Irina Nikolaevna (Irina)!”. In this case, a psychological mechanism operates, which implies the fact of acquaintance, a positive attitude, despite the fact that you are hearing each other for the first time.
• Maintaining a friendly tone during a conversation is an additional opportunity to avoid rudeness on the part of the interlocutor. It is unlikely that a person will hang up without listening to you. But even if he did so, there is no reason to despair: such a reaction is also a reaction.
• The result of all work will depend on how you present yourself while communicating with a potential client on the phone. Just imagine, a complete stranger calls you and talks about nothing for more than half an hour. How will you react? Most likely, hang up, and if you listen to the end, you will not fully understand what the essence of his words is. Don't want to be in this speaker's situation? Then learn to introduce yourself:

"Hello Irina! I am a representative of corporation "X". Our company is located in the city "U" and is the leader ... ". So you at least give the potential client the opportunity to understand what your company does. Thanks to this simple move, the rest of the communication will be easier.

• Another important condition for success is a well-defined subject of discussion. It should appear throughout your communication with a potential client so that a connection can be traced to the first phone conversation.
• Keep in mind that every phone call brings you one step closer to closing the deal. Constantly focus on the observance of all agreements and compromises reached in the process of negotiations.

5 ways to call potential customers the right way

Method #1. We know you, dear customer.

The meaning here is very simple: show the person that you are familiar with him, his brand, type of activity. If you have experience using his products, tell him about it, let him know that you are happy with the purchase. Such a description will be pleasant to any potential client! In this case, it is highly likely that everything will happen with this person as you want. No wonder they say: "The cuckoo praises the rooster because he praises the cuckoo!". Do you agree?

Your task is to focus on the positive and your awareness. What is needed for this? That's right, prepare for communication, find out about its activities and its features.

Let's give an example from real life - a call to an elite women's cosmetics store:

The manager promised to visit the store and then call back. This dialogue ended.

The conclusion is simple: the manager must know the basics of his clients, otherwise he will not be able to help them in any way.

Having gone to this store, we call back and build a conversation a little differently:

- Nadezhda Ivanovna?

- Greetings! This is Marina calling from the Courier agency. Remember me?

Yes, yes, Marina. Listen to you.

- I visited your store!

- And what is your impression?

- Impression? Yes, just a sea of ​​​​emotions! You know, I couldn't decide which perfume to choose: Dolche and Cabbana or Marina de Burbon. Both have such a smell that it was difficult for me to stop at any one. What would you recommend to me?

After that, the discussion of perfumes, manufacturers, preferences began.

"Have you thought about my proposal?"

“Oh, can you remind me?

- Nadezhda Ivanovna! Let me not bore you with long explanations. Maybe we'll meet, I'll tell you everything in detail and show you!? When are you free?

The result of this communication was a meeting and (don't be surprised!) the signing of a long-term contract. In addition, the manager was given discount card boutique. Nice bonus, right?

Method number 2. And I know that you have news for me!

The very name of the technology suggests that the essence here is to constantly monitor what is happening. Your client offers seasonal discount? Call him immediately! Does he act as a sponsor of the exhibition? Run and don't miss the moment! You need to always stay abreast of changes, requirements, tastes of your client.

That is, even before the call, try to find all the available information about the person and the company. Where? To do this, you do not need to conduct a survey of a potential client. Start with a website, see how your client is advertised, and you will understand a lot.

You probably thought: “To create an author's idea, you need to work for some time. How can this be discussed at the first call to a person? But you are only partly right. To make it clear, let's give an example again - a call to a dental clinic:

- Good afternoon, Ella Petrovna! My name is Marina, I represent the Courier agency.

- Hello!

Are these flyers in the mailboxes?

– Well... yes, partly.

- Yes, they are always thrown out, they don’t even carry them to the apartment.

The manager got into a difficult situation because she was not ready for such a scenario.

But not everyone throws them away!

Sorry, this doesn't work for us.

- Sorry, goodbye, Ella Petrovna!

The manager thought for a long time how to fix the situation, and this is what happened in the end:

Hello, Ella Petrovna! This is Marina again, the Courier agency. Remember me? We are in the distribution business.

- Yes, Marina, of course, I remember.

– I have an exclusive offer for you, I am sure you will like it! Let's meet?

- Well, I'm here until six, drive up!

The idea was accepted with pleasure, and face-to-face communication with a potential client ended with the signing of an agreement.

Method number 4. You are cool peppers, but we are also peppers.

Sounds funny? The technique itself is much more serious. The point is: to let the consumer understand the importance of their company. Let's go straight to the examples:

– Good morning, Victor Alexandrovich! My name is Oksana, I represent Beijing, we are the largest supplier of Chinese tea in the city.

Hello, Peter Mikhailovich! My name is Alexey. Our company has been in the chemical industry market for eight years. We want to offer you a joint commercial project.

As soon as the client realizes how important you are, his attitude towards you, the representative of the organization, will be more respectful, that is, you have more chances that they will listen to you and agree to consider the project.

Method number 5. Do you know? Well, of course you know!

Here you need to present in a conversation with a potential client for granted facts that the person will agree with. After that, you lead to the equally obvious statement that he simply cannot do without your services. For example:

This way you can connect with people who are not yet your customers.

How to work with potential customers on the Internet

In some cases, aggressive product promotion ruins the conversion, or the reason may be the seller's excessive intrusiveness. People can drop in to “just look”, and they are immediately offered to register / buy right now.

It so happened that not every client is psychologically ready to immediately spend money, while the owners of Internet resources do not always understand what is the right thing to do in this case. The more expensive, more complex your offer, the longer it will take a person to morally prepare for investing.

In case of software products different specifics, prices, functionality, do not try to sell a “pig in a poke” at all. Create a limited trial so users can experience the real value of the offer.

Here you should not enter a long registration, a couple is enough simple steps. Otherwise, a potential client may get confused and lose the remnants of loyalty to the service and the company. After all, she sells what she can’t even try out before buying.

For this reason, it is necessary to approach the sales funnel wisely, work not only on conversion, but also stimulate a loyal user attitude in order to keep your communication going.

Let's say we sell a popular information product about do-it-yourself repairs. Here is how the work with a potential client should be built:

1. What does the person want? - Learn all about home renovation.

2. What do you want? - Get a client.

3. How to do it?

• Offer a free consultation, and as a bonus to your product, add an original video, make free reports, provide official papers.
• Your goal is to make the user regard you as a wise adviser, whose opinion is worth relying on.
• Give your consumers a few good reasons to subscribe to your newsletter.
• Offer a free "trial" video course on one type of repair.

Among professional marketers, there is an opinion that the user needs to contact the resource 10 times in order to agree to a purchase. True, these figures are not supported by the results of studies. However, this indicator highlights the fact that the longer and deeper the communication with a potential client is built, the higher the likelihood of a purchase.

At the same time, there are always tools for establishing warm and trusting relationships. It is only necessary to find ways to influence a specific group of users and start working with them.

What role does online marketing play in communicating with a potential client?

Internet marketing (online marketing) is a set of actions whose task is to promote a resource, a product on the Web, as well as in interaction with potential customers. This kind of PR, like offline marketing, can increase the popularity of the company, customer loyalty to its activities and offer.

What is the meaning and advantages of this type of marketing? Like other types, it includes the following main components:

• Product / service promoted on the Internet through certain tools.
• Sentence- a unique characteristic of your product, a promotion, a discount, a bonus, a free service - everything that may be of interest to a group of potential customers.
• - people to whom you offer your product. The bottom line is that they are all looking for information about your product on the Web. First of all, you will have to attract them to your site, only after that they will be able to become your customers.
• Conversion– Turning site visitors into real customers.
• Promotion- those techniques that you use to attract the target audience, get the best possible result.

This work with potential clients lends itself to very precise measurement. It is easy to check the statistics of impressions, clicks on links or banners, purchases. The latest tools for maintaining statistical data make it possible to see which links from search, contextual, media advertising bring more people to the site. That is, you can track all the processes of your advertising campaign.

The main feature is the specificity of the audience on the Internet. It is fundamentally different from the existing one offline, therefore it requires a separate approach. This is where you encounter active, engaged users. They purposefully conduct a search for specific information and at any time can protect themselves from annoying advertising.

A look at an ad can last no more than a second. For such short term you need to express your offer as clearly as possible, to interest, to encourage a group of potential customers to continue exploring the site. It is simply necessary to communicate directly with such an audience: encourage them to click on banners, links, take part in surveys, comment, rate, and then place an order or contact you.

What Internet marketing tools can be used to build communication with potential customers:

Search Engine Optimization and Promotion (SEO)

An example of the search promotion of our client of the company "De Jure De Facto"

This is a set of measures aimed at promoting a resource in search engines for certain queries. First of all, this is site optimization - changing the structure, HTML code, navigation, content, which will allow the resource to become more convenient, carry more information for potential customers, and be well indexed by search engines.

The promotion itself consists in increasing the external link mass, constant analysis, revision of key queries, with the help of which optimization is carried out. Thus, SEO is financially low-cost, provides a long-term, stable positive result, although it requires serious time resources and effort.

A special kind of ad that appears near or above the search results if the corresponding keyword has been entered. All impressions are configured according to a number of characteristics: keywords, region, time, days of the week. This type of advertising is a win-win option when you need to attract the attention of a specific group of potential customers for a set period.

Compared to SEO, contextual advertising starts very quickly, easy to control, but stops working immediately after shutdown. It is best to try to evenly distribute the available funds between this option and search promotion.

Can be displayed on any platform, looks like banners, teasers, informers, etc. main goal is the primary information about an existing product, the creation of a favorable image of a product or company. Clickable banners are able to lure potential customers to your resource, a page containing a specific product, which further stimulates the purchase.

The launch of “medical” will bring the best result during the period of the highest level of demand or during discounts and promotions. But this type of promotion on the Internet is quite expensive.

E-mail newsletter

This is a variety of e-mail mailings, including an appeal to a specific person or company for any informational occasion. So you can tell potential and real clients about a promotion, a new product, an offer, a new store opening. Here you will need the accumulated client base and contacts of people who subscribed to the site's mailing list.

PR campaign

This is the only free option that involves posting articles, releases on news and entertainment sites. The best result is possible if you do not pay for it, but negotiate free accommodation, providing an interesting informational occasion.

Ice Bucket Challenge Example

We are talking about posting video clips, flash games, applications, photos, stories in social networks that do not contain open advertising, but there is an indirect mention of your product or company. It must be something really attractive. Viral marketing works thanks to mass coverage: readers themselves are ready to like / repost a video, photo, application.

An example in the photo is a Zhdun meme that blew up the Internet in 2017.

The choice of an Internet marketing tool should be related to the type of product being promoted and the tasks that you set for yourself. It happens that 1-2 channels are enough, but most often the best result is achieved with their complex use. And we offer to start work on the comprehensive promotion of your site from the main thing - a professional audit.

People who simply need your product or service, they just don’t know about it yet. Your task is to make them real customers.

Of course, finding potential customers is not an easy job. Therefore, competent managers entrust it only to experienced and proven employees.

So, what are the main search methods?

1. Advertising. Business without it is impossible. Whether you're in the business of selling toys or providing hairdressing services, running a shoe store or cleaning company, potential customers rarely find themselves.

2. Contact by mail. Also a very good way to find customers. However, this method requires careful study. If you just send a bunch of letters and wait for the influx of buyers, then you will not wait for the result.

Alternatively, break your lists of potential customers into specific groups. Let one trade manager be responsible for one group. An employee regularly, for example, every Monday, can send 10 letters in accordance with his list, and on Friday call the recipients and find out their opinion.

3. Participation in exhibitions, fairs and conferences. And what makes you think that your potential customers do not attend such events? How they visit! During participation in one exhibition alone, you can attract much more customers than in a month of mailing.

Moreover, it is not necessary to participate in such events yourself. It is enough to follow them and visit them in order to use the maximum opportunities for finding customers.

Well, we got it. And how to recognize them? Everything is quite simple here. First you need to define If you, for example, sell children's toys, then your target audience is parents and children. However, in most cases, the child will not be able to pay for the toy they like, so you are only interested in the parents as potential customers.

One of the secrets to attracting customers is a bright speech. Those who are endowed with the gift of persuasion and are able to colorfully describe any product are born. It has been verified that potential customers are more likely to “peck” on a verbal description than on a visual representation of an object. To this end, it would be useful to conduct trainings for trade managers. In such classes, you can train in the description of various products (not just those that you offer).

But what to do when a potential client is already on the doorstep? If you think that the job is done, you are deeply mistaken. Everything here will depend on how you present your product or service to him. Tell the customer what benefits he will get, what he will feel after making a purchase. Every objection needs to be answered and turned into a bargain.

Follow these tips and your potential customers will turn into real ones very soon!

A potential customer is a firm or individual who is able to acquire specific item, service. In almost all cases, he is ready to buy and invest money, but for some reason this does not happen. How to find out what it is connected with and how to transfer the client of your company from the category of potential to real?

From a marketing standpoint potential clients is the target audience for a particular product. Every businessman, before launching a product, tries to form an image of who will be able to choose it. In this regard, research is carried out on potential customers, which allows you to find out where and how to offer them a product.

In fact, the definition of potential customers in marketing is based on four main questions:

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• What characteristics of the product are required by the client? Here it is important to understand what problems the potential buyer faces and how the features of your offer will help solve them.
• What is the gender, age and financial situation of potential customers?
• When and where is the product purchased?? That is, where the target audience is geographically located.
• What guides the client when choosing a product: price, quality, prestige, novelty or comfort?

The more information you have, the cheaper it will cost you to attract potential customers. After all, no matter how attractive the product is, its sales should be carried out precisely in the circle of potential buyers based on their requirements.

• How to interest a potential client and double your sales

How to identify a potential client

Requirement 1: Customer need for the proposed product

Your probable customer must definitely meet this condition if you want him to move into the category of actual customers. There is no point in putting effort, wasting nerves and precious time on a person who will never feel the need for your product. Think for yourself, why offer a stand with cigarettes to a children's cafe? Or the freshest pork for a vegetarian?

But it also happens otherwise. It happens that a potential client does not think about the service until the seller himself points out to him his need. Thus, the director of a bank may not assume how much the productivity and efficiency of credit managers will increase if they are taught to type on the keyboard with a blind ten-finger writing method. And how does the appearance of a bank employee methodically typing a contract with two fingers (which is always quite long) affect the irritation of customers?

But if we are trying to sell a product in which a person is not initially interested, this action has one definition - imposition. And the seller must be persistent, but not intrusive.

Requirement 2: The customer must want to purchase your product

When it comes to a face-to-face conversation with a potential client, who should initiate the interest? It is you who come to a person and are going to sell something to him. Should there be a desire to receive your product in itself, or is it still your duty to awaken it? Of course, only yours. The so-called near-prospect has never heard of you before, and therefore cannot be interested in you. But you made a call to a potential consumer, which allowed you to attract this attention. It is important now to properly prepare for the presentation and convince him that he wants to have what you offer. In case of retail everything is much simpler - since a potential buyer somehow ended up in your department, then he definitely has a little interest. It remains only to take the bull by the horns and sell it to someone who comes to visit you.

Requirement 3: The consumer must have the financial ability to purchase your product

It's easy to believe that Apple's latest laptops, which can do almost everything (except scrambled eggs), would fit perfectly into the interior of any office. But if you come to the reception of a small regional newspaper and offer such an option, you are unlikely to have a constructive dialogue. And not at all because the editor-in-chief does not want to have laptops, and journalists do not need them. The reason is much more banal - there are no funds for this.

When meeting with new potential customers who meet the above two requirements, check whether they are able to pay for your services or products. However, in this case there is a small, more than once proven exception to the rule, which is akin to science fiction: if a person’s desire is strong enough, in almost all cases he manages to find the means to fulfill it.

Requirement 4. The buyer must have the authority to make decisions

It is very easy to get into an ambiguous situation if you work with your potential client for a considerable period of time, and then accidentally find out that he does not have the right to make a decision on this issue. In the modern world, when even the deputy head of the security service has several assistants and a couple of deputies, this is possible. In most cases, this situation develops when interacting with corporate clients. You communicate with people, organize enchanting colorful presentations, and in return you are constantly promised to call back, think, consult. It's very simple: it means that these people do not have the necessary authority to make a decision to buy your product. But they do not want to openly admit this to a simple sales manager either.

• Cold Calling: The Mistake That Repels Target Customers

Why you need to draw a portrait of a potential client

The buyer persona is a generalized image of your potential client. It usually consists of the following indicators:

• age;
• marital status;
• income level;
• geography of residence;
• the scope of employment;
• position level;
• typical problems associated with our specific work;
• needs, fears, desires, and so on.

The main task of such a complete description is to create marketing campaigns, that is, advertising, commercial offers, content, etc., that adapt as much as possible to the needs of a selected circle of people.

The more detailed information found about a potential client and the greater number of characteristics are taken into account, the higher the probability of creating an offer that ideally meets the needs of the target audience.

Where and how to find potential clients

1. Free information business directories. This includes all-Russian information resources such as "Yellow Pages", "Business Address", Allinform, as well as regional "Yellow Pages of Russia", Adresat.com, "DublGIS".
2. Electronic trading platforms, which are universal (diversified), industry and product.
3. Exhibition catalogues. To receive data from exhibitions, it is not at all necessary to go to them. In most cases, exhibition catalogs are enough. They can be purchased from event organizers.
4. Advertising. It is most pleasant to deal with a variety of price catalogs, such as "Products and prices", advertising and industry periodicals. It is also worth taking into service other sources of information: radio, television and outdoor advertising. For their effective use, it is recommended to create a list of advertising media on which potential customers of the company prefer to publish their ads.
5. Telephone reference services. This resource also contains the necessary information about organizations by type of activity.
6. Client databases of other companies. They can be obtained not only dishonestly by bribing mercenary workers. A more pleasant way is "affiliate marketing" and "list exchange", that is, castling databases of potential customers between non-competing organizations.
7. Recommendations existing clients. Regular customers can recommend new customers to you. True, this only works if they are not rivals in the market.
8. Social contacts. Friends and acquaintances are sometimes able to bring data about possible consumers. Rumors also work well here, you just need to follow them.
9. "Field" collection of information. The so-called sense of territory. For example, companies offering stationery even have so-called "snoops", that is, people who walk around business centers and invisibly search for potential customers. For the gasoline business, the most interesting are the gas stations along the highways. Suppliers building materials are attracted by newly built fenced areas and facilities under construction.
10. Websites of competitors. The list of large and medium-sized clients is easiest to find on the competitor's corporate website.

• Unfair competition: forms of manifestation and methods of struggle

10 Ways to Attract Potential Customers with Internet Marketing

Method 1. Referrals

Everyone has long known that a dog is a man's best friend, and diamonds are a girl's best friend. Referrals are the best friends of any business. However, for some unknown reason, few pay due attention to this fact. Understand, there is nothing better when new consumers come to you on the advice of acquaintances who are satisfied with your work. After all, they are already set to perform a targeted action: to purchase, order, subscribe to a newsletter, etc. So let's offer them something really attractive so that they also have a desire to tell their friends about you?

Method 2. SEO

According to statistics, 93% of people search for something through the network. For this reason, it is incredibly important to make your site visible, that is, to raise it to the top places in the Yandex and Google lists. The higher you are, the more often potential customers and buyers will appear on your territory. In the opposite situation, you are unlikely to see a large incoming traffic on your site. Reasonable SEO-promotion is capable of increasing positions. Site pages need to be optimized and distributed using the given keywords.

According to recent research data, firms that devote their time to social networks and media content every day (up to 6 hours) have 60% more leads and 78% more inbound traffic to the site. What does this indicate? That it is extremely important to promote the permanent presence of the firm in in social networks. For what? So that buyers without intermediaries can contact companies.

But first, determine which of the social networks your potential customers choose. Since it is pointless to spend money on distribution to all existing ones. Obviously, it is preferable and profitable for one business to have an account on Facebook, another communicates with potential customers on the VKontakte network, the next is suitable for Twitter, and the last one successfully sells offers on Odnoklassniki.

Method 4. Useful content

With the Internet now central to our lives, consumers can choose where to look for information and whom to trust. And they almost do not need an outside opinion or a recommendation from a manager to buy a product. For this reason, the most important thing is to create high-quality, high-quality content (educational, informative) that meets the needs of site visitors.

Content is more than blogging, posting news, developing a block of articles. There are many varieties of it, for example: infographics, videos, audio podcasts, memes, eBooks and so on. So spare no effort to create high-end content, use a variety of types, keep track of what your potential customers specifically prefer than they like to share with friends. Don't hesitate to promote it on social media. But keep in mind that the typed information may be outdated, so periodically return to it, update, add fresh.

Way5. Landing pages(landing pages, LP)

Landing pages, especially subscription and data collection pages, are recognized as the easiest way to get contacts to build an e-mail database of potential customers. It only takes a couple of clicks to make a landing page. A variety of services and platforms for lead generation have already been developed, equipped with ready-made templates that are easily customizable for any needs.

Keep in mind that a poorly designed landing page can do harm - it will provoke a decrease in visits to your resource. Be sure to use analytical systems, they will allow you to be aware of the quality of traffic and the effectiveness of working channels to attract. Check all the parameters - from headings to the color of the CTA button.

When you decide to create an LP to get contact information, think about the best questions to ask when negotiating with potential clients. Right choice will increase the conversion of the resource. Also work with volume: some landing pages should be optimized for search promotion.

Method 6: Marketing Automation

How are you going to use the database collected with the help of the incoming stream? Maybe send out useful information, profitable offers to turn cold leads into hot ones? If you do it yourself, the process will be difficult. Better automate your email marketing. According to 85% of marketers, mailing is the best working technique for transforming leads into real customers, that is, getting them into the sales funnel.

Method 7. Feedback from current customers

Full-fledged, well-established feedback with customers is worth a lot. Ask them:

• how they found you;
• what words they could describe your company, business, product.

The resulting information will be of great benefit if you are looking to establish a steady stream of new people and then work with them based on trust. If you know exactly where people came from, why they agreed to work with you, you will have all the tools to develop a strategy for obtaining new customers, while wisely using existing resources. It will give you ideas to improve the level of service.

But try to look not only for ways to update existing categories, but also for additional opportunities to increase your contribution to certain sectors. Such a move gives a chance to constantly stay in the field of view of potential customers. In other words, you will be able to create not only a large incoming stream, but also good traffic, with which your specialists will be able to interact effectively. Since buyers are already tuned in to a constructive conversation, consideration of the offer and the completion of the transaction, you significantly reduce the period of time from attracting them to selling them a product or service.

Method 8. Usability and attractiveness

Your store, office, website, landing page, information sent out must attract attention. Very often, people come back just because they like being with you, they feel comfortable, they are satisfied that you give unusual bonuses, even if they are not directly related to your basic products. When a potential client evaluates you as a likely partner they are going to buy from, they are looking at everything.

Method 9. Networking

Link building is essential. Appear in public: participate in exhibitions, master classes, distribute business cards, in a word, communicate. This is a very difficult task that requires time and money investment. Always remember that this investment will pay off. If you feel uncomfortable when you have to represent a business, start a conversation with strangers, relax. Many feel the same. You have two options: dig into your complexes and cherish them, or order beautiful business cards, booklets, go out and start identifying potential customers.

Method 10. Contact information

Share your contacts. Of course, their own site page is a good place for them, but there are many others. Check if your data is in Google, Yandex, various online directories, social networks and other media. Remember: when information about you is hard to find, potential customers are unlikely to find you.

Expert opinion

Three principles of attracting potential customers in the social network

Dmitry Perunov,

Marketing Director of CoralTravel

According to PwC statistics for 2015, 45% of online users increase the number of purchases after contacting a brand on social networks. Based on our experience, I can say that with the help of a competent SMM strategy, you can collect 8.5 thousand Instagram followers in two years and increase sales by 15% every month. In order to achieve good performance, we developed the social network account in accordance with three principles:

Principle 1. Involving users in communication with the brand

The activities of a large number of SMM managers are aimed at ensuring that posts and company news appear on the site, but not at contact with subscribers. This is a false strategy: if users react to publications on social networks (put "likes", share with friends, leave comments, etc.), then they will easily respond to the company's offer to purchase a product or service. Therefore, the main task of such work is to involve subscribers in communication with the brand. The most convenient network for this is Instagram.

Principle 2. Analysis of user activity

In social media, it is not enough to direct efforts only to attract new subscribers. It is important to analyze regularly: what attracts potential customers, what time and days of the week they are most active, and so on. The tools that are in every social network will help with this. Do not refuse paid advertising, which makes it possible to quickly understand the initiative of visitors, divide the audience into groups and create a separate message for each of them.

Principle 3: Apply the new format

A company that intends to attract and retain followers on a social network must constantly experiment with new formats of publications and communication with the audience. Otherwise, consumers will unsubscribe from the account and go to a more creative competitor. So we came up with a video quote on Instagram. Sayings of famous people are a popular type of content on social media. We superimposed on a short video of a beach or southern nature a quote from a great man, supplying it all with the company logo. Compared to posts containing photos, video content has four times more subscribers.

What is the database of potential customers for?

The database of potential customers begins to take shape from the first day of operation of any company, regardless of the planned turnover. This tool is the main source of information when developing a promotion strategy. Responsibility for non-disclosure of data of potential customers must be secured by a local act of the company, fixed as a separate clause in the employment contract.

This base must meet the following parameters:

1. Information allows you to offer a product to people who are actually interested in buying a particular category of products.
2. The information corresponds to reality, thereby excluding senseless investments in the production of promotional products, organization of presentations.

Remember that even the slightest discrepancy between your base and the listed points hinders progress.

The base of potential clients can be used in planning. To do this, it must contain the following information:

• Company name;
• legal and postal address;
• telephones;
• email addresses;
• information about the specifics of the activity.

All employees of the company should be interested in periodically updating the information available in the database. Reasons for making changes are:

• presentation of innovative goods or services;
• change in demand for certain product categories.

How to create a list of potential clients

It usually happens that some of the consumers of your products are already familiar to you. Some you even know by name. These may be those with whom you have worked before, your colleagues from other companies, acquaintances who remained after joint participation in professional events and clubs. All of them are obvious clients.

Other potential customers can be calculated. Create a list of parameters that your intended consumer should fit. This may include position professional duties, place of work and residence, hobbies, etc. All those who got here are prospective customers.

Enter the data of all potential customers, do not think about which of them is really able to buy a product, and whose candidacy seems controversial. Start by expanding the list, only then proceed with the evaluation. It is very likely that during the replenishment of the database you will have ideas and options for developing your business.

A worksheet will give you an easier way to organize them. Take the left column under the names of potential buyers. Medium - for comments: here briefly describe why you decided to put the person on this list. Leave the right one for generalization. If this particular person or firm can become a client, then who will be next? Who has an affinity with this buyer, which will make it easy to work with him as well?

Let's imagine that you sell phones with automatic dialing, which make it possible to remind the client in time of a scheduled meeting, an appointment in the medical field. Then, first of all, doctors will be potential clients for you, since it is extremely unprofitable for them to have empty places in their work mode only because of the poor memory of patients. Such forgetful patients may need to be reminded of the need for a return visit. Your product will easily solve this problem. But entering information in the third column, you will understand that not only doctors can become consumers. Go back to the second column and reason: why does the customer need your product? Representatives of what areas feel such a need to remind partners and clients about themselves? Lawyers, cosmetologists, air carriers, hotels, auto repair shops and similar businessmen will immediately come to mind. All of them, just like you, don't want to waste their work time by constantly calling potential customers to tell them about what they are diligently trying to forget.

• How to write an outgoing call script that no client can resist

Expert opinion

4 steps to turn a potential customer into a real one

Andrey Kulagin,

CEO, Pacific Stroy, Moscow

In 80 percent of situations, our potential clients are trying to achieve more favorable conditions and for this they pretend to be dissatisfied, disagreeing with our proposals. This happens even if they are 100% ready for joint work. To convince them, we act according to a clear algorithm consisting of four stages:

Stage 1. First contact with the client: leave a strong impression

Everything that catches the eye of the client or is in his hands (business card, booklet, website, advertising poster, the product itself) must be of high quality and beautiful. For ourselves, we chose mailing lists as one of the options for establishing primary contact. We send a nicely designed registered parcel with an exquisite booklet and a gift. Such a package is handed over personally to an important client: an architect, a contractor, etc. Such a sign of respect does not go unnoticed, since it is not every day that postal employees in company uniform deliver registered parcels to any of us. If the content was able to arouse the interest of a person, he will definitely contact you. In this case, the whole calculation is for a pleasant experience.

Step 2: Identify customer issues

At this stage, it is necessary to ask clarifying questions, determine the procedure for further cooperation with a potential client - everything in order to understand what the problem of the person who came to you is. When clarifying the needs, we act according to the template. We have a list of questions that must be asked to a person. Based on the answers, we divide everyone into three groups: “ours”, “spam”, “sent from competitors”.

Stage 3. Dealing with customer doubts

At this step, it is important not to be shy to ask the consumer questions and answer honestly. In difficult situations, it is possible to take a break or involve more experienced colleagues in the dialogue. So with doubtful potential clients, the income from transactions with which can block the planned volume for a month, I try to meet personally.

Stage 4. Conclusion of an agreement

If you have chosen the right strategy and worked competently with the client in the first three stages, the transition to a commercial offer and signing a contract is usually predetermined. In this case, this step is mainly of a technical nature: discussion of details, bonuses, etc., since the client has already become “yours” from the very beginning. However, this does not mean that further work is not required - you should not relax in any case.

• Examples of effective lead magnets that will warm up cold customers

Tip 1. Create the basic premise for a potential buyer to want to visit you for the first time. List a product at cost or at a discounted price. Your task: to get a person to appear in your office for the first time.

Tip 2: Find out the names of potential buyers from existing customers. This method has been used by insurers for many years. The most convenient resource for finding consumers is an existing buyer. Label it "network method", "recommendation work", whatever you like. Psychologists have noticed: a person likes to convince others of fidelity own choice. Remember how your friends told you: “This movie is absolutely not to be missed!”, “How? Have you been to this restaurant yet? It's the same with your company: you need to do everything possible to "there is worth a look."

Tip 3. Connect to the case those organizations in which your potential buyers are members. Often, large grocery stores give a small corporate discount to employees of individual companies. This is very convenient: from now on, these firms will turn into your "advertising agents", and their clients will contact you more often.

Tip 4: Try to contact potential buyers directly by mail. Most of the consumers permanently live in a particular place. If you're promoting a grocery store, they may be scattered within a two mile radius of you. If the dry cleaners are no more than two blocks away. If the bank - then near the nearest branch to the house. Select the area in which your existing buyers are concentrated. There are very high chances that potential clients live here, and even have similar social characteristics. Send emails to every potential customer with an offer they can't help but agree to. It worked? Now increase your mailing area.

Tip 5. Participate in social life. Many small businessmen are successful because they take an active part in the social life of their area. Neighbors remember them from their work in various organizations, kindergartens, community work days and other events. However, it is dangerous to think: "Everyone knows what I do and where my office is." This is the wrong approach. Such a phrase is a clear sign of the "assumption syndrome", in other words, you only assume that the whole world is aware. Whereas in reality, many are not even aware of your existence. And since in your area 20% of the residents move every year, it's a good idea to immerse yourself in community service and at the same time tell potential clients about yourself and the nature of your work.

Tip 6: Know your product. People like to work with competent salespeople more. That is, with those who know everything about the product, they are able to easily give an answer to any question, even before it was voiced. Remember the main rule: the ability to sell lies in the knowledge of the offer. The best insurance managers are just listening to you, and they already have a dialogue option in their head that is right for you. More data - more sales. You can get any information on the product from the supplier. If a new collection of clothes comes to the store, we will not rest until we are sure that every last employee has read the information on the labels. Of course, not everyone does this, but these tiny tags are a treasure trove of data, perfect for productive trading.

Tip 7. Take the time to vocational training and self-education. Organize meetings with employees on a weekly basis for new products and upcoming releases. Let people have their say by asking everyone. Most of the workers do not express their position only because they have not been asked such questions. It doesn't matter who puts forward a certain idea. Often the most inconspicuous and inactive worker can become the creator. You just need to hear him when he decides to speak.

Tip 8. Professional exchanges. Wherever you go, go to the office of a company that deals with your business. How is their work progressing, is it possible to adopt something? Feargal Quinn, owner of the Superquinn, himself large supermarket in Ireland, created a system of professional exchanges, sending workers from his supermarket for a short period to another store in the chain. A person who has chosen a new place collects the features of the operation of a foreign institution that he likes and then is able to make positive changes in his life. This system proved to be so effective that Quinn began taking his people even into North America.

Tip 9. Attend meetings and meetings of professional associations. Their organizers are always looking for new, unusual and often successful ideas. Take part in a three-day industry seminar, watch thirty speeches, and you will definitely get at least one idea that is new to you. What could be better? You will overtake your competitors in converting potential customers into actual visitors.

Tip 10. Read. Take a look. Listen. Keep lectures on your field of work handy. Or the art of trading. Watch educational films. Read professional publications. Any group of people in the same sphere is a fairly close circle where everyone knows each other.

What should be the interaction with potential customers

An effective letter to a client aimed at promotion should consist of five blocks:

1. To attract attention

In this section, make it clear to potential customers what an exceptional offer you have. No product left a large number of, sales close in a few days, etc. The point of all this is to stimulate potential customers to act right now.

It is important to accurately form the reason why a potential buyer should hurry. Consider a tactic that can come in handy if applied to your business:

• limited to a specific period;
• the product will be put up for sale for only five days;
• the price is valid until March 7;
• a discount is valid for a certain period;
• only 40 units available;
• The offer is valid until Sunday.

Try to create methods that are convenient for you and that can get a person to buy immediately. However, it is important to keep two things in mind:

1. We will have to fulfill the promise, that is, all the restrictions used will certainly come into force. If you promised to raise prices from March 7, thus forcing you to buy, but you yourself kept the same price, your reputation in the market will be greatly shaken. This will directly affect the number of consumers.
2. It is important to give the visitor a strict choice: only buy or lose, a short period of time is given for the decision - the effect of fear of loss is used here. “You may never get that chance again…” etc.

As the research results show, these methods work more effectively when a specific date is mentioned. True, the minus will be that all specified conditions will have to be strictly followed.

If commercial offers to potential clients sent by mail do not give feedback within two weeks, this is too much. Keep control of response time and make adjustments to the submitted materials on time, based on this indicator. In this case, the introduction of "scarcity tactics" will be most successful.

2. Motivation to action

It is important for all of us that potential customers take action. Therefore, the stages of the purchase should be brought to maximum simplicity and explained to everyone who comes: what and how. Most often, orders are made through a special form on the site. With this option, it is better to describe in detail each block to be filled in and indicate the sequence of the client's steps. No need to think that the principle of work on the site will already be known to people. Remember that customers are waiting step by step instructions. They do not like to wait, simplify all the steps to the maximum.

3. Warnings

Once you have managed to tell the person about the stages of the purchase, it's time to let him know how bleak his existence is without what you offer. Everyone appreciates comfort, but they are afraid of change. And since this product interferes with life in some sense, it would be good to show what is happening not as a change, but as an increase in comfort.

Here you can describe existence without this product. Tell people what threatens them with this option. What was life like five years ago? What awaits a potential client if he misses your offer, and what unpleasant consequences can take him by surprise?

Direct all questions to yourself first and answer them. Now it remains only to make minor changes to the received statements and bring them to the ears of potential customers. You told why it is worth thinking about your product, showed the purchase process, now indicate what they refuse without buying. Play on desire and curiosity, put pressure on fears so that a potential client understands that the situation in his life is wrong and he has no other way but to buy a product.

Remember, no one buys items, people buy solutions to problems. Therefore, be sure to tell them what difficulties without this product will hang on the neck of customers, what they will lose. Tell about all this in as much detail as possible.

4. Impulse for immediate action

In this block, it's a good time to summarize with two or three phrases how a potential customer can order a product right now and that he will lose his only chance if he does not. Say it straight: luck is on his side and he will later regret his inaction all his life. And there won't be another opportunity like this. Be sure to briefly name all the benefits of a positive decision and the incredibly sad result of slowness.

Complete this entire passage with your wishes and personal signature. There are many phrases to complete such letters: "Respectfully", "Sincerely yours." These words should be followed by your signature.

5. P.S

A great option is to create two postscripts: one duplicates the offer and consequences, and the other (it is designated P.P.S.) lists the gifts and bonuses that the potential client will get when making a purchase. In fact, they make three or even more such additions. Then the first one outlines the advantages considered earlier and the warnings from paragraph 3, then the order of the order is briefly recalled, and as a result, pleasant bonuses are described.

The main rule (for any option chosen) is that there should be a postscript. If there is not enough space, trim the base text.

• 4 rules for writing a commercial offer text

Expert opinion

How to write a commercial offer that will interest a potential client

Alexey Batylin,

CEO, ActivityGroup, Moscow

I, like any top manager, receive a large number of letters with commercial offers (CO). Which of them stand a chance of being considered? The key parameter in the formation of a CP for a top manager is an understanding of how valuable his time is. This is the best thing you can do in a commercial proposal to a potential client. The rest of the rules follow from this:

Rule 1. Lack of water. The message does not allow demagogy. Long texts are read by those who have nothing to do. Such team members rarely have a decisive vote, that is, they are useless to you. Put the key idea in the very first lines. Keep the integrity of thought, write correctly.

Rule 2. Without "problems". Imagine the challenges your client is facing in reality. Name them at the very beginning and offer a solution on behalf of yourself or on behalf of the company. Now imagine how you are going to implement it, avoiding unnecessary details. In fact, no more is needed. But do not call the problem by a specific name, it is better to present it as a growth area. Because if you come across a visual (a person who perceives and remembers information well), because of this word, his attitude to the sentence will be as if it were carrying complexity.

Rule 3. Less is better. The more data you can gather about the firm and executive before making an offer, the better for you. It is more efficient to spend several days collecting and analyzing information about a potential client in order to make a short and concise proposal based on them than to give a lot of arguments in favor of working together.

Rule 4. Numbers instead of words. Let's imagine that you offer to increase sales. Then write specifically how much they will grow and what percentage of this increase the client will give you. Try to list all the added value options that the customer will receive: increase in turnover, increase brand awareness, product awareness, etc. When the benefit is obvious, the chances of getting a positive response increase several times. But if you can’t calculate more or less accurately, it’s better not to guess, because making a mistake in the calculations is worse than doing without them altogether.

Rule 5. Simple infographics. Today, people spend 60% of their time on gadgets and computers. He scans mail, social networks in passing and reads only the most important messages in full. This contributes to the formation of a special perception of information among potential customers. One of the most effective proposal submission methods is the infographic presentation. We considered this option suitable. Moreover, they came to this conclusion: the less text and more simple and schematic images, the more transparent the general idea for a person.

Rule 6. Professional work. Be honest with yourself. You can’t be able to do everything: if you don’t have the skill of writing texts, transfer this function to another professional. When forming a commercial offer, a potential client should use the services of an experienced philologist-copywriter and designer, you can freelance.

3 stages of calling potential customers

Calling potential clients is the main tool in working with telephone marketing. Advertising, news, promotional, survey - any of the types marketing communication can be carried out on the basis of telephone technologies. Calling in this case is necessary, as it is the way to the main principle of marketing - mass character.

Cold calling is when an employee calls for the first time to present or sell a product. An employee who conducts such calls to potential customers is considered an active telephone sales specialist. Its goals include establishing primary relationships with a potential buyer, presenting the company and product. Often people get nervous at such treatment and refuse it, therefore, it is important to hook them with the help of developed technologies.

Three main stages of calling potential customers:

1. The preparatory stage is the compilation of the client base. The firm decides to go for the formation of a list of potential customers. This will include people who made a one-time purchase, frequent consumers. Or get data obtained from publicly available sources.
2. The stage of compiling an informational text - a script. When the list of people is ready, start writing a script for the subsequent transfer of his information by phone. It should include everything you want to say to the person when you call. The content is re-read many times, which allows you to find all the errors and shortcomings. Here it is necessary to emphasize the pleasant aspects, mention the new products, their advantages over the products of other companies.
3. Start-up stage. must start on time. It is wonderful when it takes place in the daytime - the best segment of the day to remember.

The caller needs to remain calm, stable emotional background, regardless of the answers. Such stability (stress resistance) - key feature telephony professional.

• How to bypass the secretary during a cold call, go to the decision maker and make a deal

How to determine that a potential client will never become a real one

This becomes clear when a potential buyer:

• proposes to replace payment with controversial barter;
• requires VIP conditions when conducting a regular transaction;
• clarifies a lot, intending to buy goods at a low price;
• does not pay on time, explaining by delays in accounting;
• leaves contact details where it cannot be found.

Then you need to answer these questions for yourself:

• Do you use questionable methods to sell a product?
• Is the client's self-esteem too high?
• Does he understand what he needs?
• Why is he pulling?

Offer him product features, existing discounts, and let him know that nothing else is provided. If after reading his tactics do not change, then such a person most likely does not know what he came for, and is unlikely to become your client.

Information about experts

Dmitry Perunov, Marketing Director of CoralTravel, Moscow. "CoralTravel" - international tourist agency founded in 1995. It organizes group and individual tours in 30 countries of the world. The list of permanent partners includes more than 22 thousand Russian agencies, 40 air carriers and 5 thousand hotels.

Andrey Kulagin, General Director of Pacific Stroy, Moscow. Graduated from the Kazan branch of the St. Petersburg Military Artillery University (now - Mikhailovskaya Military Artillery Academy) with a degree in electrical engineering. He completed a course at the KME Roofing Academy (Osnabrück, Germany), as well as at IBM. Expert in the field of roofing and facade systems. Member of the editorial board and author of articles for the magazine "Roofs", published in the Copper Architecture Forum.

Alexey Batylin, General Director of Activity Group, Moscow. Activity Group specializes in BTL and trade marketing. The company's portfolio includes more than 200 completed projects. Main clients: Mosenergo, O'Key, Yandex, Media Markt, Whirlpool.

Experienced sales managers don't just listen to what potential customers have to say, they get to the bottom of what's being said, because people are never 100% honest with sales reps.

Can potential customers be blamed for this? Hardly, because one of the most important tasks of a good salesperson is to recognize the true intentions of the person to whom he wants to sell something. To better understand your customers, let's take a look at a few common phrases along with their true meaning and response options.

1. "Contact me in a couple of weeks"

A sales manager might interpret this phrase as "I'm interested, but a bit busy at the moment." However, what it really means is "I don't want to say no to you on the phone right now, I'll say no in a couple of weeks by email."

If a potential client is confident that your offer will help his company save money or stand out from the competition, then he will want to use your services right now, and not sometime in the future.

What is the best way to answer?

"Okay, I'll contact you. And so that I can provide you with the most relevant information, could you tell me [clarification question]?” This will allow you not only to find out more information about a potential client, but also to engage him in a full-fledged conversation.

Another answer is also possible, such as: “I understand that you are busy. Do you have time for a five minute conversation? I would like to make sure that our further conversation makes sense.

2. "I don't have time"

According to the director of sales at Listen Current, Suzanne Harron, this phrase should be understood as follows: "I do not understand why your product is so important to me." In the end, even a very busy person will always find time for something that will really help him.

What is the best way to answer?

"No problem. I will be happy to contact you in a few days (week, month, etc.), but if you have a couple of minutes to spare right now, I can tell you how our product will help you with [client situation].”

“The key here is to communicate to the person how your product will help them solve their specific pressing problems,” Harron explains. As soon as a person realizes the relevance of your proposal, he will immediately have time to listen to all the details.

3. "I'm new to this position to make buying decisions"

Potential clients often state that they have just taken a position and do not want to make a decision to buy this or that product. In fact, it means the following: "I'm afraid to break the current state of affairs and take responsibility for buying a new product."

What is the best way to answer?

In such a situation, you should find out if there is any more authoritative person responsible for making such decisions. You can say the following: “I understand. Could you connect me to someone in your management? I would also like to send you a document that explains in detail how our product will help you deal with [problem description]."

However, if you are sure that the person you are talking to has the authority to make decisions, then you can say the following: “I understand you - and I just want to give you information. I would love to send you a case study detailing how other companies are already using our product. In addition, I can send you a sample [link to trial version, trial period] so that you can carefully study our product before making any decision.”

4. “We don’t have the funds for this”

According to sales people, under budget usually lies the following doubt: "We are not sure that your product is effective."

What is the best way to answer?

But if the person is in the later stages of making a purchase, then focus on the ROI of your product and demonstrate to him how the loss of this valuable acquisition will negatively affect the company's profit.

5. “This seems like the right fit for us.”

When your potential client calls your product “a good option”, then the manager is already mentally celebrating the victory. However, Mark Gibson, director of sales at Centrify, cautions against jumping to conclusions: “This phrase often means that the client really liked your product, but he also considers two or three other options that also seem good to him.” Thus, while the potential buyer has not signed the contract, you should not rejoice in your triumph.

What is the best way to answer?

If you have already figured out what is stopping a potential customer from making a purchase, it's time to dispel those doubts. In this case, the last sentence of the previous answer should be replaced with: "I know that you have doubts about X and Y. Is this what is stopping you from making a purchase?"

6. “Your product would be useful to us, but we need feature X”

In some cases, potential customers are not just making up excuses - your product is really missing some feature that is very important to them. However, sales experts believe that often such a phrase means: "You did not show me how your product will help solve our problems."

What is the best way to answer?

“Thank you for informing me. Why is this feature a priority for your company? Once you've figured out why it's so important, continue the conversation along the lines of "I definitely understand why you need feature X. Since we don't have one, you can achieve the same results by using feature Y."

With this response, you can demonstrate to a potential client that you are informed about their needs, and this improves sales efficiency by 69%. In addition, you show your attentiveness and responsible approach by offering the buyer alternative solutions to his problem.

7. “When can I start using your product?”

If a potential customer asks you for a delivery date or start time for a product, that's usually a good sign. According to Mark Gibson, such a question means that the person is most likely interested and thinks: “When can I use the proposed service?”

What is the best way to answer?

You should respond like this: “What is the best date for you? I will do my best to ensure that you receive your order on that day." Even if in the end it turns out that you cannot make such a promise, you will show your boundless desire to help.

In case you are not entirely sure that a potential customer is ready to make a purchase, ask the following question: “Is there any reason why you need our product right now?” This will help you figure out the needs of the client that he has not yet mentioned.

The latter is open for publication and is intended both for the administration of the enterprise and for external users of state tax authorities, stock exchanges, banks, others, suppliers, buyers, potential investors. Maintaining financial records for an economic entity is mandatory.

In modeling the situation in the Kiosk problem, it has been assumed so far that a more profitable product can only be sold by direct contact between the seller and the buyer. The potential opportunities of the seller should be aimed at achieving the goal of profit. The means for this are the choice of arguments in favor of a particular product and a more appropriate sequence of their presentation. These methods of implementing a sales strategy do not require additional costs. We are talking about more efficient coverage of already incurred costs. Profit will now increase only due to an increase in the volume of sales of products that are more profitable in terms of the amount of coverage per piece or the amount of coverage per minute.

All buyers Potentially profitable buyers

As shown in the diagram, the initial stage of pre-contract preparation for the seller and the buyer is to study the market (1). The seller during this period studies the market, actively influences it in order to arouse interest in his product, identifies demand and looks for a buyer. The potential importer, in turn, studies the offered products of the industry, tries to influence the market in order to intensify competition between exporters, activate the supply of goods, encourage sellers to reduce prices and choose the most suitable partner. The next step for the exporter is to submit an initiative proposal for the product (2). Having familiarized the future consumer of the product with this offer and making sure that the parameters of the product meet the requirements of the customer, the importer sends a request (3) to the exporter, where he asks to send a detailed commercial offer for the product (offer) containing the information necessary to make a decision on the expediency of concluding a transaction. The exporter carefully studies the request, as necessary works out (4) the possibility of its satisfaction with the manufacturer of the goods, with functional services and departments (monetary and financial, transport, marketing, market conditions and prices, legal, etc.), prepares an offer (5) and send it to the buyer. Having received the offer, the importer agrees (6) with the consumer of the goods on the expediency of concluding a transaction on the proposed terms and sends the exporter an acceptance of the offer (7), i.e. informs the exporter of his firm readiness to conclude a contract. This usually ends

Very rarely can a bond be bought in such a way as to secure a given rate of interest. In most cases, bonds are bought from a bond exchange, where they are sold through a higher bid auction. This is done through agents acting in the interests of both the seller and the buyer. The potential seller instructs his agent about the minimum selling price, while the potential buyer tells his agent the maximum price he can pay. Agents work on commission and naturally try to get the best possible price for their clients.

External clients are buyers, potential buyers, partners, journalists, suppliers.

The company actively "serves" 10% of buyers of the potential market, who have the opportunity to choose from the whole variety of products offered, including competing firms.

The consumers of this information are mainly external users of the enterprise, state tax authorities, bikes and other financial organizations, suppliers and buyers, potential investors. Financial reporting is not a commercial secret of the enterprise, it is open to information and is certified by an independent audit firm. Financial accounting is mandatory for businesses. International accounting standards, basic accounting principles are related specifically to financial accounting systems.

Sometimes the buyer is potentially ready to buy the product even at a lower discount than it is beneficial for the seller. With what it is connected Let's show on an example. Let, for example, for definiteness, the capacity of the batteries of the first type is 300 tAh h, the second type - 600 tAh h. The service life of elements of the first type is 3 years, the second - 6 years. The price of elements of the first type is 145 rubles. Let the ruble discount rate be 94% per annum for the seller, and 36% per annum for the average buyer (Sberbank's deposit rate). Under these conditions, the retail price of elements of the second type will be beneficial for the seller at a price not lower than 164.5 rubles, and for the buyer - no more than 203 rubles. As you can see, in this case, the consensus between the seller and the buyer is without any problems - for the successful sale of batteries of the second type, it is enough to set the price value between 164.5 and 203 rubles. (upper limit may be determined by competitors' prices).

IBM must become a customer-centric company, meaning that every element of its business must be related to the requirements of the customer. Every instruction to an IBM employee relates in some way to its goal of providing customers, potential customers, and sellers with the best possible service.

The action of the seller in direct interaction with a potential buyer.

Any form of communication used by a firm to inform or persuade potential buyers to purchase or remind them of its products or services.

P.t. - all forms of activity aimed at informing (clarifying, reminding) potential buyers about their goods, services, ideas, public (charitable) activities, brand names, packaging, organizing exhibitions, demonstrations, holding contests, lotteries, quizzes, advertising in the media, etc.

An advertisement should be structured in such a way that a) catch the reader's eye b) make him read what is written to the end c) cause positive emotions d) to induce to action; e) to be remembered. It is necessary to make sure that advertisement answered the possible questions of the potential buyer as much as possible. To do this, specialists of the enterprise are involved in the work on the text.

When the advertisement is ready, it is necessary to choose a distribution channel so that it falls into the hands of a potential buyer. In other words, it is necessary to publish an advertisement in a newspaper or magazine (more than once, but preferably at least 7 times), which the average buyer or potential partner likes to read.

There is also a more effective and less expensive channel - "direct mail" - direct mail advertising (see "Direct mail" [D 56]), when, having printed an advertisement in the form of a letter and multiplying it, you send it to the addresses of your potential partners or buyers.

A special section is devoted to the peculiarities of consumer behavior in relation to new products. The author introduces readers to the individual differences in people's willingness to accept innovation (Kotler uses the word perception in this situation, interpreting it as an individual's decision to become a regular user of the product), dividing all consumers into innovators, early adopters, early majority, late majority and laggards. In addition, the success of a novelty largely depends on such characteristics of the product itself as comparative advantage, compatibility, complexity, divisibility of the dating process and communicative visibility. It seems that such an assessment of a new product can clarify a lot in the behavior of potential buyers.

Market - a set of existing and potential buyers of goods.

The concept of intensification of commercial efforts is used especially aggressively in relation to goods of passive demand, i.e. goods that the buyer does not usually think about purchasing, such as insurance, encyclopedic dictionaries, grave plots. In these branches of activity, various methods have been developed and perfected to identify potential buyers and hard sell goods to them.

And now we will look at how buyers approach the purchase of new products. By novelty, we mean a product, service, or idea that some potential customers perceive as something new. A novelty product may have been on the market for some time, but you and I are interested in how consumers first learn about it and decide whether it is worth adopting. In this case, we mean by perception the thought process that an individual goes through from the moment he first hears about a new product to the moment he finally adopts it. 25 We define perception as an individual's decision to become a regular user of a product.

Suppose the firm learns that buyers of the target segment are primarily interested in two parameters of snowmobiles: size and speed. Potential customers and dealers can be asked how they perceive competitors' snowmobiles in terms of these parameters. The results of the survey are presented in the product positioning scheme in fig. 48. Competitor A is considered a manufacturer of small, fast snowmobiles, Competitor B is a manufacturer of medium-sized and medium-speed snowmobiles, Competitor C is a manufacturer of small and medium-sized slow-moving snowmobiles, and Competitor D is a manufacturer of large, slow-moving snowmobiles. The areas of the circles in the diagram are proportional to the sales volumes of each of these competitors 16.

Suppose, however, that management believes that the potential profit is higher and the risk is lower if the firm takes on the production of small, fast cars that compete with those of manufacturer A. In this case, the firm will need to study competitor A’s snowmobile and find a way to differentiate its offer in the eyes of potential buyers. Competitive positioning can be ensured based on the properties of the product, its design, quality, price and other characteristics.

This is a kind of "language" with which the company (enterprise) designates its products, as well as everything that is somehow related to them. Problem S.f. is that the widest masses of people (and not just potential buyers) from afar, at a great distance recognize the machines, equipment, devices, vehicles of the enterprise, as well as buildings, factories, etc. belonging to the company, clearly distinguishing them from similar facilities of competing firms. In S.'s system f. includes the following elements 1.