Sales training. Notes for the trainer.

1. Introducing the trainer to the group members (40 min).

The trainer introduces himself and talks about himself, his experience and what training is (asks if someone has been to the training before, what he liked and what he didn’t like - use this information so as not to repeat the mistakes of others), about the purpose and content of this training.

Training goals:

Structuring information about sales techniques

Acquisition of new knowledge and skills

· Training and development of new techniques

Improving existing skills

· Experience exchange

Exploring your individual capabilities to improve the efficiency of working with customers

Summary of the program:

1. Acquaintance. Acceptance of the rules.

2. Setting personal goals

3. The first stage of the sale is establishing a contact.

3.1 The 40 second rule

3.2 Compliment rule

3.3 Customization for the client. Mirroring.

4. The second stage is the identification of needs.

4.1 Types of needs

4.2 Types of questions

4.3 Active listening

5. The third stage of the sale is the presentation of the product (service).

5.1 Features and benefits

5.2 Three-step presentation

5.3 SPIN method

6. The fourth stage of the sale is overcoming objections.

6.1 Algorithm for overcoming objections

6.2 Additional Argumentation Techniques

6.3 Pricing policy

7. Completion of the sale.

8. Market position of my company.

Getting to know participants:

1 option"Tell me about your name." Ask participants to share why their parents named them that way, what their name means, what they like to be called, and what they don't like. The trainer can search in advance for the meaning of the name of each participant and complete his story.

Option 2"Tell me about your neighbor." Participants are divided into pairs, communicate for 5 minutes, and then each introduces his partner.

The next step is for each participant to write their name on the badge. The names do not have to match exactly. That is, if there are two girls in the group with the same name, then one can be Natasha and the other Natalya.

Establishing rules.

Training is the game of life. Here we will try different psychological techniques, which can be applied in the sales process, and discuss the results. In order for this process to be effective, rules are usually introduced in the trainings that facilitate the work of the group.

I suggest you the following rules:

1. Respect for each other (do not insult, do not call names).

2. Speak for yourself (not "we don't like this", but "I don't like this").

3. Speak in turn (agree on a conditional signal “I want to say”).

4. Appeal strictly by the name indicated on the badge.

5. Turn off mobile phones during class.

There are other rules that we can use: privacy rule, "here and now", show up on time, actively participate, STOP.

Question to the group: what rules do you need to work comfortably?

Acceptance of the rules: each participant says: "I accept these rules and undertake to follow them."

We hang a list of rules on the board.

2. Setting personal goals (20 min).

Exercise in workbooks No. 1:“What do I want to achieve and what am I ready to do for this”

As you know, in order to get any result, you must first make some effort. The next exercise is dedicated to the fact that each participant will try to clearly define what exactly he wants to get from this training and what efforts he is ready to make for this.

For example, you want to learn how to convince a client or overcome objections, and for this you are ready to actively participate in all exercises, ask questions, arrive on time, etc. Participants are given 10 minutes. to complete the sheet. Then each of them reads what they have written, and the trainer notes for himself which issues are especially important for the participants (they should devote more time to the training).

3. The first stage of sales - establishing contact. (2 hours)

The stage of establishing contact is necessarily present in any negotiations. This stage is necessary for people to switch to new topic, on a new person, distract from extraneous factors.

In telephone conversations, the stage of establishing contact is much shorter. Question to the group: why?

Because the attention of the interlocutor "floats away" faster, because he does not see you,

Because, having picked up the phone, he is already ready to talk,

There are a few simple patterns that must be followed in order for the establishment of contact to be successful.

3.1 The 40 second rule.

The first impression is formed during the first 30-40 seconds. It is of great importance:

Appearance: ideally, it matches the style and level of the client: this contributes to the installation of negotiations on an equal footing. Remember the accessories of business success: watch, pen, mobile phone. Demonstration of superiority or vice versa can negatively affect future cooperation.

The first phrases: it is advisable to call the client by name and patronymic and introduce yourself. It is better not to use the phrases "worries", "I will take up very little of your time." Question to the group: which ones to use? (Positive ones, such as “offer cooperation”, and more? ..) You should refer to the agreement, ask if it is convenient for the interlocutor to speak (on the phone) and how much time he has.

First steps: act confidently, without fuss, offer your business card; find out where you would like to sit. You should not start a conversation while standing: it gives the impression of uncertainty and haste,

Eye contact. If a person does not look into the eyes, it means that he is hiding something, lying, not finishing.

A handshake characterizes your position in communication.

Exercise for 4 participants: one participant closes their eyes and shakes hands with three people. Then he shares his impressions of handshakes, he can try to guess who was where.

Smile: it is easier and more pleasant to communicate with a friendly person.

Exercise for the whole group: smile at your neighbor on the right, try to do it naturally. The smile goes around and around. The coach can start. For convenience, you can simultaneously say the name of the participant or say “Hello”.

3.2 The compliment rule.

Most people enjoy being complimented. An appropriate compliment wins the interlocutor towards you. Let's look at what you can compliment in business communication:

Everything that a person flaunts: certificates, diplomas, awards, flowers in pots;

Interior and exterior decoration of the premises;

Scientific, public and social activity client;

Employment, demand, significance of a person (“only you can solve this issue”, “everything depends on you”, positive feedback from superiors or partners);

Photos with famous people;

Personal compliments (only with well-known clients).

The main thing: compliments must be sincere!

Exercise number 2 in workbooks: Try to come up with as many compliments as possible for each situation. Each participant works independently, then we discuss the results in the group.

3.3 Customization for the client.

To adapt to the client means to become like him. People unconsciously trust and choose those who are similar to them. The purpose of adjustment is to influence the subconscious of a person, showing that "I am the same as you."

You probably noticed that people who communicate with each other for a long time have similar expressions and words, they adopt gestures from each other, keep pace. Intimate conversations are usually conducted in an undertone with the same pace and volume among the interlocutors.

We can go from the opposite: first adapt to the client, and then as a result of this, get his location and trust.

To do this, you need to carefully observe his behavior, pace of speech, speed of movement, gestures, listen to his words, maintain a comfortable distance for him.

Exercise for the whole group: Three people please stand in the inner circle and three in the outer one. Now those standing in the outer circle must first move away, and then approach their partner and find the optimal communication distance for him. At the same time, you can talk on any neutral topic.

Discussion: how did you manage to find this distance, what did you notice in the behavior (posture, speech) of your partner?

Mirroring is an adjustment in gestures and posture. That is, their imperceptible copying. Speech adjustment - you need to speak with the same volume or a little quieter, at the same speed. Use the same words and expressions that your interlocutor uses. Mirroring works on the principle of “we are alike, we speak the same language.”

Exercise for the whole group.

1 option. Half of the participants leave, the rest are quietly given the task of copying the posture, gestures, volume and speed of speech of their future interlocutors. Interlocutors enter, everyone sits in pairs. An approximate topic for a conversation is how I spent the summer, time - 5 minutes. Discussion: what are the feelings of the conversation among those who went out? What did / did not work for the mirrors?

Option 2"Scouts". For each participant, the coach says or writes the name of the person he will mirror. Then a topic for communication is given, each participant speaks in turn. During the "general story" you need to mirror the one whose name you received, and try to notice who is mirroring you. Ideally, by the end of the exercise, everyone is sitting in the same position.

4. The second stage of sales - identifying needs (2 hours).

Each person, buying something, tries to satisfy his need, to achieve his goal. And therefore, when choosing a product or service, some specific qualities are important for him. The secret is to first find out what exactly is important to him, and then make a presentation of your product in accordance with the client's request.

A person buys only what he needs for some reason. You can try to guess what drives a person when choosing a product, or you can determine what he needs, i.e., identify his needs. This is done with the help of an open question, since this question involves a detailed answer, gives the client the opportunity to “talk”. There is an important rule: the more general the question, the more effective it is. For example: “What features of the phone are you interested in?” or “What is important to you in a phone?”. More general question suggests a freer response and prioritization: the client will name the most important sign for him first. If a person limited himself to a one-word answer, you can ask a clarifying question: “What else would you like?”. Remember the sequence in which he listed his needs (conditions). The response presentation should be done in the same sequence, then you will have a better chance of convincing the client. In addition, it is desirable to use the same words and formulations, to speak with the client "in his language."

Exercise number 3 in workbooks: what is important to my clients? Think of two or three of your clients with "special" requests and describe. What exactly was important for them when choosing a product?

4.1 Types of needs.

In the psychology of sales, 4 groups of needs are conditionally distinguished.

material gain. If you feel that the client is trying to save money or wants to be entrepreneurial, buy at the lowest (favorable) price, then you can play on this.

Safety. If it is found out that the client seeks, first of all, to protect himself (for example, from theft, getting into an uncomfortable situation), then in your presentation you should put forward the guarantee, reputation, and reliability of the recommendation in the first place. If the client is a conservative, then you need to focus on the traditional character of the brand, time-tested.

Comfort. The client wants convenience and high service - give it to him!

Prestige. There is a category of people who react only to prestigious novelties. They do not like to watch old films, things for them lose interest with the advent of something new. If you need to play on a sense of pride, then talk about prestige, exclusivity, brand.

Needs can be identified in two ways: listening and asking, or better both. Question to the participants: why should they be identified?

Pair exercise: try selling your partner a pen. To do this, first find out what is important to him in the pens. And then describe the pen so that he likes it (almost in his own words).

4.2 Types of questions

Open.

On the open questions it is impossible to simply answer "Yes" or "No", they require a detailed answer; often begin with the words "What", "Where", "When", "How much", etc. Purpose: to get the client talking, to get information. They are used to clarify the situation in order to better understand the client.

Closed.

Closed questions can only be answered with "Yes" or "No"; often begin with a pronoun or verb; for example: "Do you like to read?! Purpose: to obtain consent or confirmation. Used for finding out facts.

Alternative questions ("illusion of choice").

Purpose: to obtain the consent of the client. This is a question that has two answers, both of which nudge the customer in the right direction. “Would it be more convenient for you to call in the morning or in the afternoon?” or “Do you prefer red or black?”

"Tailed" questions.

Guaranteed "Yes" question: "In selling services, trust is very important, isn't it?"

Purpose: To obtain confirmation or agreement from the client on very important benefits and to ensure that the client is involved in the conversation: "Isn't it?". "Really?", "Really?", "Do you agree?", "Really?"

Alternative offensive (counterattack).

Purpose: to push the client to make a deal. "Will you have time to transfer the money by the end of the month?", "If we guarantee this to you, are you ready to sign the contract now?"

Suggestive.

Purpose: to imperceptibly push the client to the positive feature of the product, for example: "Probably, your children will also use a computer?"

Leading questions help the client to understand that he needs our product, is profitable, convenient, etc.

· It is necessary to suggest a problem situation in which the client would need our product (service).

· Obtain confirmation that such a problem exists.

· Suggest that our product (service) solves this problem.

Clarifying.

They are used if it is very difficult or undesirable to answer a direct question from a client. "How much does it cost?" - “And for what amount?”; "What exactly?";

"Will it suit me?" - "And for what purposes?"

Checking readiness to conclude a deal.

"What did you like?". "What do you think of it?". "Do you want to buy?"

Exercise number 4 in workbooks: Come up with 2 questions of each type to sell your product or service.

4.3 How to listen or techniques active listening.

There are several ways to actively listen. They allow you to “talk” a person, that is, give him the opportunity to speak out and be heard. These techniques can become your reliable assistants not only in the sales process, but also in everyday life.

1. Nodding, use of interjections “aha”, “uh-huh”, “yes”, posture of attention and interest (slight inclination towards the interlocutor, open or neutral posture, eye contact).

2. Repetition of a word or phrase of the interlocutor: “It is important for us to do this as quickly as possible” - “As quickly as possible”

3. Clarification: “What do you mean?”, “What exactly is important to you?”, “Explain this, please”, “Tell me more about this”

4. Reformulation: “That is ...” “If I understand you correctly, ..”

5. Reflection of emotions: “This is really offensive”, “Yes, terrible”, “You must have been very happy”, “Unpleasant situation”.

6. Summary: “So we agreed that…”, “So…”

Pair exercise: one speaks and the other actively listens. Question to the second: did you get the feeling that you are really being listened to?

5. The next stage is the presentation of a product or service (2.5 hours)

Question to the participants: which presentation is better and why:

A presentation structured like a monologue, with the salesperson talking most of the time.

The presentation is like a structured conversation, while the seller engages the client in a mini-dialogue, discussing successively all the main points of the presentation.

In the process of conducting a presentation, it is necessary to remember the effect of the "edge": the total impression of the presentation is 80% determined by how we start and end our presentation. Speak slowly, in short sentences. According to research, half of adults are unable to grasp the meaning of spoken phrases if the phrase contains more than 13 words. In addition, when a phrase lasts more than 6 seconds without a pause, it is understood abruptly. However, it has been noticed that experienced salespeople still use long phrases, but very often they use the prepositions “and”, “or”, with their help a person plunges into a mild hypnotic state, and the degree of customer confidence increases.

Brainstorming for the whole group:"Harmful words" (you can write on the board)

1. It is better to replace the particles “not” and “no” with a positive wording or an alternative in questions and statements.

2. The word "if": replaced by the word "when"

4. Replace the words "expensive", "cheap", "buy", "sell" with synonyms.

6. Difficult terms should be deciphered for the buyer.

7. Replace the negative words “problem”, “difficulty”, “does not suit” with a positive wording.

Exercise number 5 in workbooks: How can the same product be presented to customers with different needs? Complete the table for 4 positions.

5.1 Features and benefits

A characteristic is an objective property of a product or service. For example, size, shelf life, price, delivery, consultation. A feature in itself is neither good nor bad. Her client may perceive neutrally: “Well, yes, round. So what?".

Therefore, it is always necessary to translate the characteristic into a benefit. Benefit is the benefit the customer can derive from this feature.

Such a benefit appears due to such and such a characteristic;

This characteristic gives you such and such a benefit;

Leading question - yes, we need such a benefit - confirmation by characteristics.

Brainstorming for the whole group: "Features and Benefits"

5.2 Three-step presentation

As you know, a person has a mind and feelings. He can make a purchase because he "needs", based on rational motives, or because he "wants", based on their emotional attitude to the product. A three-stage presentation allows you to influence not only the rational side, but also the emotional side.

So, it consists of 3 stages: characteristic, benefit, figurative picture.

For example: "Alenka" - chocolate, reminiscent of childhood. Therefore, it is always in demand and sells well. Every 5th buyer, coming to the store, is looking for Alenka's face in the window.

A figurative picture is an emotionally colored image that is pleasant for the listener.

It can be based on one of the five senses: sight (see how ...), hearing (hear how ...), smell (smell ...), touch (you can feel, touch ...), taste (sweet, tender, creamy). For example: "melts in your mouth, not in your hands." It can also be based on humor, color perception (blue as the sky), numbering (statistics), etc.

Exercise number 6 in workbooks: Make a three-step presentation for any of your products. Discussion of the resulting presentations.

5.3 SPIN Method

Aggressive selling methods are more suitable for small sales, and for large sales it is better to use active listening and competent questions.

SPIN is the art of asking the right questions in the right order.

FROM- situational: "what's what?" - collecting information about a person and his business. They can be set to other representatives of the company who are ready to communicate.

P– problematic: “what are the difficulties?” - identification of problems, shortcomings, difficulties.

And- extracting: "What terrible consequences can this lead to?" - extraction of possible negative consequences of the problems found.

H– guides: “how will our offer help you?” - suggesting a solution to the problem.

Exercise number 7 in workbooks: Make up SPIN questions for some situation from your practice.

6. The fourth stage of the sale - overcoming objections (2 hours).

Is objection a bad or a good sign? This is both doubt and interest.

Question to the group: What is a typical response to a client objection? "No, it's not." Give examples. What is the client's reaction? When people argue, they do not hear each other, everyone is trying to prove their case or even that the opponent "does not understand anything at all." Therefore, our task at the stage of objections is not to argue, but to agree. Only not with the whole objection, but with a small part of it.

6.1 The algorithm for overcoming objections consists of 5 steps:

1. Listen to the client, i.e. give him the opportunity to object

Sometimes it is necessary to give the client the opportunity to fully express himself in order for the objection to “resolve”. So, for example, by repeating the last word of the client, you contribute to his efforts to specify his objection.

For example, in response to a typical customer objection: "It's very expensive." - you can ask again: "Expensive?". After that, you need to pause and allow the client to speak.

2. Psychological attachment to the objection.

You give the client to understand that his objection is reasonable and has the right to exist. This can be achieved through a conciliatory statement: "This is very important question", partial agreement: "Yes, this is really a very expensive car" or a compliment: "Interesting remark. You are the first to pay attention to this."

3. Clarifying questions.

You ask a series of questions that allow you to clarify the essence of the objection. For example, the response to a typical customer objection "It's too expensive" might look like this: "Compared to what?", "How much do you think it should cost?". As a result, the objection may turn out to be objective, doubt (lack of information) or substitution (behind it lies another real objection). Depending on the clarified information, we conduct an argument.

4. Argumentation.

At this stage, we formulate the benefit of your proposal in a few sentences based on the information received in the process of asking clarifying questions. You give a specific answer (explanations why).

5. Call to action.

Responding to an objection, you gently call for a deal.

All of the above does not mean that you must go through all 5 steps every time. But knowing these steps gives you the freedom to choose one or another way to work with objections, depending on the specific situation. Some steps can be skipped, except for the psychological attachment step, which is always appropriate and will always work. The secret is that you do not argue with the client, do not confront him, as he expects this, but stay with him "on the same side of the barricades."

6.2 Additional methods of persuasion.

· Influence of the law, rules. "It's the way it should be...", "According to... you should." Coercion of the law is therefore a conditionally effective method in the Russian Federation, as it causes opposition. Effective for people who do everything "the right way" or "the right way." Question to the group: with which of your clients can this method be used?

· Influence of mutual agreement. “As we agreed…” Equality of the parties, joint decision-making. Effective if an agreement exists and if the person is responsible. Which of your clients can and cannot use this method?

· Influence of group norms. “It’s customary for us”, “It’s customary in this business.” For people who respect written and unwritten norms or for those for whom you are an authoritative organization. With which of your clients can this method be used? And what are the pros and cons of the phrase "everyone does it"?

· Expert influence. Expert opinion on this matter. You can act as an expert yourself, a statistician or a third party. “I have come across this situation and I suggest…” Which of your clients can and cannot use this method?

· Influence of remuneration. Accepting your offer will bring the following benefits to the customer. As a feature and benefit. “You will do it that will give you…” It is important to know what benefit this particular client needs. Give examples from your practice: clients who value different benefits (criteria).

· Influence of coercion. Ultimate method. "If you don't, you won't be able to grow any further." The effective ratio of reward and coercion is 70% to 30%.

· Sale of shortcomings. Nothing is perfect, every company has flaws. You can talk about a disadvantage that is IMPORTANT to the client, and after that - about the benefits that are significant for him. Revealing your shortcomings will demonstrate your honesty to the client, and you will win him over even more. What are the shortcomings of your product, service, you could voice customers?

· Shift into the future or "fitting effect". A detailed discussion of future cooperation, as if a decision had already been made about it. For example, to calculate the potential profit or increase in the number of buyers. You can create a figurative picture: "In this dress you will be the queen of the evening." How can you use this technique?

"The best of the worst." Everyone has this disadvantage. Other options are even worse.

Let's summarize the scheme for overcoming objections:

Exercise number 8 in workbooks: Write down typical objections from your customers or ones that you find especially difficult to deal with. Write an algorithm for working with them. Play in pairs.

6.3 Pricing policy.

Discussion for the whole group: what do your customers mean by expensive?

The main methods of working with the price:

The words cheap and expensive can be replaced with ...

First, form the value of the goods, deals for the client, then negotiate the price

At the beginning of the meeting, it is better to answer that there is a large range of prices from and to

Find out if the budget is limited

Find out what price segment the client is targeting

The price must be called confidently and clearly, without apologizing or regretting. The price matches the product and services.

Consensus: price is an important parameter

Clarification: what is expensive for the client (price for the end user, price as an opportunity for a quick turnaround, price as an opportunity to make a good margin, price as a factor in promotion costs and staff time)

Reasoning: breakdown of the amount by installment days

Additional service: free shipping, accepting returns

Discounts (Last)

Leading question: if somewhere is too cheap, what could be the reason for this?

8. The last stage is the completion of the sale (1 hour).

There are several ways to complete a sale:

1. Make a direct offer and pause.

It is said that only one way of putting pressure on the buyer is justified, namely, in the form of a pause, which the seller must keep after direct offer about the purchase. There is an opinion that the first one who breaks the silence is less likely to have a favorable outcome for him. It should be said that the ability to pause is important in all five stages of the sales process. It is true, however, that pausing takes more courage than speaking.

2. Create a rush.

For example: "Last 10 tickets left..." Customers seem to be terribly fond of one phrase, and for them it is really quite safe: "I need to think" or "I'll come back later." Make the client think that he often regrets his indecisiveness. Let your client feel that if the purchase is postponed until tomorrow, then he will not be able to enjoy it today.

There are a number of stories that experienced salespeople tell customers to encourage them to buy. The peculiarity of metaphors and stories is that that they relax, give emotional impulses and are well remembered.

3. Give a "try"

There are several channels of perception: visual, auditory, tactile. According to the dominant way of perceiving people are conditionally divided into visuals, auditory and kinesthetics. To convince a person, you can not only tell, but also show, tell, let touch (try, smell).

The Xerox company rented out its copiers, and. As it turned out, people then bought them. In order to make a client fall in love with your product, you need to give him this product to touch, hold, try on, let him feel with all five senses. This method is often used by owners of shops where animals are sold. They allow you to take the animal for a certain period of time, so that later, if you want, you can buy it permanently (although in relation to animals, many find this way of selling too inhumane). As a rule, during this period, customers - and especially their children - have time to get used to a live acquisition.

4. Presumption of the fact of the transaction.

The seller builds a dialogue with the client based on the assumption that the decision to purchase has already been made by him and it remains only to clarify some details of the purchase. For example, he asks: "Will you pay in cash or by credit card?"

Thus, the seller tries to place the client in the zone of inevitability of purchase. The salesperson doesn't say, "If you buy this car," but instead says, "After you buy this car."

5. Closing with five questions.

Question 1. There must be a good reason for your refusal. May I know what it is?

Question 2. Are there other reasons besides this one?

Question 3. Suppose you could make sure that ... Then you answer yes?

(If the answer is negative - question 4 or 5)

Question 4. So there must be some other reason. May I recognize her?

Question 5. What could convince you?

In any case, whatever the outcome of the sale, the salesperson's task is to summarize the meeting and end on a positive note. If the customer has made a purchase, remember about the "after-sales" service, thank for the purchase, give a compliment, see the buyer off. A salesperson who immediately loses interest in a customer after payment leaves a negative impression.

Discussion for the whole group: how do you usually end the sales process and why? What other ways would you like to try?

9. The company I work for (40 min)

This block is dedicated to market orientation. The seller must know his competitors well, their advantages and disadvantages, as well as his company's place in the market.

Exercise number 9 in workbooks: competitive advantages my company.

Exercise number 10 in workbooks: our competitors, their advantages and disadvantages

10. Completion of the training (30 min)

Feedback on the results of the training. Summarizing.

Discussion for the whole group: open your "What I want to achieve and what I am ready to do" sheets. Have you achieved your goals? Have you fully contributed?

What are your impressions of the training: what did you like and what did you not like? What are the wishes?

Please fill out the final forms

Thank you for your work. It was a pleasure and pleasure for me to work with you.

Marketing psychological trainings for centers providing these services to the population, can be divided into two large parts - "external" and "internal".

"External" - attracting clients who did not attend trainings in a particular center.

"Internal" - creating motivation for attending various trainings for people who are already undergoing or have completed training in a particular center.

"Outside" marketing.

General provisions.

Effective promotion training cannot rely on any one way to attract customers.

You can never predict exactly which method will give the greatest effect.

Each way to attract customers must be economically justified. That is, the resources spent on its implementation should be compensated by financial profit.

It is reasonable to combine all methods based on the context of training promotion, their focus, target audience, cost.

These three items do not require financial investments, and in "classmates" and "contact" many are already registered.

2. Creation of a "thought virus", "meme-technology".

Writing and retelling interesting fairy tales, stories about training (coach). Creating a "myth" of extraordinary positive change that can be based on real events and the benefits of training. For example, after my training "Master of Dating" one young man shared an unusual result. He said that now children, dogs and traffic cops easily get to know him, and the girls somehow just happen to be around, he doesn’t even know why it happens. He realized that it was necessary to set a goal more precisely before the training, otherwise, you will have success with everyone! Do you need all of them?

Such stories should be told during breaks, tea parties, forums, and so on. As if entertaining myths that are shared by chance, with the placement of the right accents.

For each training - one book, this is the norm, the more the better.
From the printed version, be sure to make an audiobook.
Format each book into articles. See point 8.
Most fast way writing a book is to make an audio recording of the training, format it. You can also write articles.
All books on a specific training must be submitted for sale. They are more important than any non-thematic books or works by outside authors.

10. Create video presentations.

For each training it is useful to create video presentations. It is better that the leader of the training was recorded. It will also be good to record video reviews of the training so that people give feedback indicating specific successes and benefits from the training. Further, we post all this for free on well-known video services, and, of course, on our website, as an addition to the description of the training.

11. Radio broadcast.

It will be useful if the coach conducts a series of programs, or some rubric. Of course, single invitations to broadcast are also useful, but the audience does not have time to remember the invited person for 15 minutes. The radio broadcast must be regular. Offer topical headings, interesting programs, to the editors-in-chief of radio stations. If they are interested, then the effect of the performances will not keep you waiting.

12. Presentation classes.

They make sense if they are free and you can collect a sufficient number of potential participants in the training. It is possible to hold a one-day marathon, where each training leader will make a presentation for 1 hour, so that there is an opportunity to watch as many trainings and trainers as possible.

13. Participation in the work of any popular printed publication.

This may be the maintenance of a separate heading or column, regular answers to questions from readers, the same articles. There, most likely, there will be no direct advertising of the training, but the trainer can present himself as interesting person competent in any direction.

14. Information from colleagues (other trainers).

It is better when, in the context of the ongoing training, your training will be recommended as the most interesting on a specific issue.

15. Online trainings.

If it is possible to gather a sufficient audience, it is possible to conduct a small training or its presentation, where to give interesting materials that will encourage you to come and take full-fledged classes in the training center.

16. Distance learning.

People who live far from the city where the trainings are held will be happy to study remotely. This makes it possible to present the trainer, his trainings. It makes sense to organize such classes if you motivate students to come to the training - intensive, or conduct training for a fee.

17. Speaking at various events that are not directly related to the possibility of attracting customers.

conferences, round tables”, discussions, exhibitions. At these events, you can make reports, offer training. For example, travel exhibitions, where you can make a report on how to make an advertisement for travel companies, etc. The trainer should leave materials about himself and his trainings.

18. Print ads in locations potential clients.

If personal growth trainings are held, designed for young people, then posting ads in institutes, other educational institutions, will come in handy. However, it is not necessary to place information about business trainings at bus stops.

I do not mean SPAM, if there are subscribers on your site, then news about trainings can be sent to them. Many use paid mailing services.

20. Specialized and simple bookstores.

Shops selling "esoteric" literature and materials sometimes allow you to place ads about thematic trainings for a small fee.

It is paid and expensive, so it is practically inaccessible. But if there is a budget, this option is not excluded.

22. Production of various reference books about trainers, training companies, trainings themselves.

Basically, work on the image of a coach or a training center.

"Internal" marketing.

1. Accessible and simple information about all trainings conducted in the organization.
Ease of description.

General scheme. What is the training about, for whom, what is useful, what is the benefit, who leads, the price.
Lack of the same description for different trainings

There should not be two identical descriptions for different trainings. This creates confusion and unnecessary competition.

Catchy headlines and rhetorical questions

Do you know how...?

What else can...?

What is the price…..?

Etc.

2. Personal communication of administrators, managers of the center with visitors.

Clarification of needs. Advice to visit a training where these needs can be met.

3. Handout.

Training schedule. Short description trainings, advertising.

Creating a comfortable learning environment.

Food, coffee, tea. Timely and quick resolution of all questions of the participants of the training.

These are short and mostly free ways to promote trainings, which can be useful for both organizations and individual trainers who advertise their trainings on their own.

Most sales managers sooner or later face the problem of developing various professional skills. Moreover, this problem arises, both for novice managers and for experienced ones. To solve these problems, various trainings for sales managers.

How to conduct sales trainings, in the field and for the benefit of managers? For those who do not have the opportunity to attend a full sales training, we offer a selection of exercises to develop sales skills. Your sales managers will have the opportunity to work on existing ones or gain new skills needed in sales to their arsenal.

We'll take a look at the exercises:

1. First impression
2. Samurai Salesman
3. objection chair
4. Danetki
5. White and black angel
6. Difficult interlocutor
7. Listen more, talk less
8. Elementary actions

1. First impression

Sales managers do not pay enough attention to the first impression, focusing on the essence of the sale.

This sales training exercise will help develop the skill of establishing a first contact with a buyer and pumping actions aimed at making a positive first impression. But do we pay enough attention to our ability to form a first pleasant impression about ourselves?

Duration - 30-45 minutes, the number of participating sales managers from 6 to 14 people. In advance, you need to prepare sheets on which the text of the task will be printed according to the number of group members + 2.

Fulfillment: the leader (it can be the head of the sales department) reads out the task to the participants and they complete the task written on the sheets for 5-7 minutes. The task written on the sheet: in most cases, the first pleasant impression affects the positive outcome of the transaction. You need to list the ways in which a sales manager can leave a positive first impression of himself.

After that, the managers get together in mini-groups (3-4 people) and discuss what they have prepared individually, bringing all the information into one group presentation. Each mini-group presents their work, and the trainer summarizes all the performances. After that, the group needs to be combined into two teams, one - sales managers, the other - customers and work out the acquaintance, using all of the above methods of making a positive first impression.

2. Samurai Salesman

This exercise in sales training builds the skills of effective interaction with the buyer. In addition, it provides an opportunity to develop creative abilities.

Duration - not limited, the number of participating sales managers - 12-16 people.

From the group of participating sales managers, 3-4 people are selected. They will play the role of samurai sellers, the rest will be ordinary buyers.

Samurai salesmen are given the following instruction: “you pass special training for samurai. Now you are practicing a very important skill - to look at the person who is next to you, as if at a distant mountain, that is, to observe complete equanimity in communicating with him. This is exactly what you need to demonstrate when communicating with the buyer, at the same time, answering all his questions.

The remaining sales managers are "Buyers". They are given the following instructions: “You will play the role of ordinary buyers, ask the price, find out about the product that you want to buy as much as possible. During communication with the seller, your main task is to understand what feelings you experience during a conversation with him.

After the sales training exercise, a discussion should be held on what techniques and questions helped to interact with the buyer most successfully.

3. Chair objections

This exercise in sales training will help experienced managers improve the skill of working with objections, and young professionals will get additional practical training in working with them.

One manager is selected who will work with objections. He sits on a chair in the center. The rest of the participants in the training exercise stand around him and begin to object in turn: “I need to think”, “I'm busy now”, “It's expensive”, etc. The person sitting in the chair should work through each objection with minimal thought on the answer.

He has two restrictions: he cannot say the word "no" and argue with the "client".

4. Danetki

A relatively new sales training exercise that helps you hone the skill of asking all sorts of questions, which is a very important skill in identifying customer needs. The group members are given a danetka - a riddle, often with an unexpected ending, for which only closed questions are allowed to be solved.

Duration - not limited, the number of participating sales managers - any, but optimally - 6 - 10.

Example: a bright flash - and the person is dead ... The first time no one manages to come up with the correct answer: it was a lion trainer in a circus. While performing his signature act, putting his head into the open mouth of a lion, one of the spectators in the front row decided to take a picture, the lion got scared of the flash and closed his mouth, biting the tamer's neck.

Group members can only ask questions, at first only closed ones (those that can only be answered with yes or no). By asking questions, participants must come to a guess. After that, you should remind the group members of the theory of the funnel of questions (open, closed, alternative) and give them one more thing, this time allowing them to use all types of questions.

5. White and black angel

A great objection-handling exercise that helps you see how the buyer decides to go with the deal.

Duration - not limited, the number of participating sales managers - any, but optimally - 6 - 10.

Three participants are needed, they can be changed during the game subsequent times. In the middle is a participant-client, to the right of him is a white angel, he argues in favor of the transaction, and the black angel opposes it. The client does not say anything, only listens to the arguments of both angels, if the argument convinced him, he takes a step forward, if not, he remains in place.

When discussing, it is necessary to emphasize which arguments were the most significant, how it was possible to work out the objections of the black angel. The game in the sales training is played several times so that each of the participants has been in the role of a white angel.

6. Difficult interlocutor

This training exercise will be useful for those sales managers who often negotiate with a client by phone.

Duration - 40 - 45 minutes, number of participating sales managers - 8 - 10.

First, each manager writes down on a piece of paper which client is the most difficult sale for them, you can write opinions on the board. After that, two chairs are placed in the center of the room with their backs one to one, this will help simulate the situation of a telephone conversation. One of the managers plays the role of a difficult client, the one who voiced the problem client will do it most effectively, and the second sales manager must determine the type of client and find an approach to him and sell, having worked out objections. If the dialogue reaches a dead end, then the coach needs to change the participant.

After the work of each pair, it is necessary to discuss: how difficult it was to talk with such a client, what was the most difficult, how they acted in such cases, and what they really wanted to do, what guidelines they chose for themselves when building communication with such a client.

7. Listen more, talk less

This sales training exercise will help you develop active listening skills and identify customer needs.

Duration - 30 - 40 minutes, the number of participating sales managers - any multiple of 3.

For each triple you need a chess clock or a clock with a second hand. The conversation is led by 2 sales managers participating in a training exercise. They just talk to each other. But, during the conversation, they should find out, for example, plans for the coming weekend. The third participant will act as a second. He should note the time when the interlocutor finished the phrase. The ideal ratio of listening to speaking should be 70:30.

During the exercise, managers should reinforce that the conversation is controlled by the one who uses active listening techniques and speaks half as much as he listens. The conversation lasts 3 minutes, then the participants change roles clockwise. When all participants have completed all the roles, a discussion is held: what active listening skills were used, what questions should have been asked in order to get extensive answers, with the help of which it was possible to talk to the interlocutor.

8. Elementary actions

A common problem for sales managers is that, having memorized their script, they turn into “autoresponder robots” mindlessly repeating the text. This exercise in sales training will help managers work out the emotional richness of speech.

Duration - 15 - 25 minutes, the number of participating sales managers - from 6 to 14.

In advance, you need to prepare sheets with the described emotions: superiority, sycophancy, resentment, anger, joy, etc. The coach explains that the algorithms of actions in sales are always the same, and in order for them to always work as efficiently as possible, you need to remember their humanity. After that, he suggests recalling the stages of greeting and invites each member of the group to enter the training room and introduce himself in the way indicated on his sheet. All participants analyze their intonations and introduce themselves in turn, demonstrating the specified emotion.

After each greeting, managers must guess the emotion and intonation with which the presentation was said. There is then a discussion about whether the task was difficult to complete, and how the members of the sales team felt doing it. It is better if all performances are filmed on a video camera, this will help to conduct a more detailed analysis.

Conclusion

As you can see, most of the exercises for practicing various skills completely simulate the situation of communication with a client or the stages of sales. Introductory situations can be changed, bringing them as close as possible to the features of the product or to the conditions in which the transaction is made. For greater effectiveness, an experienced sales manager should act as a leader or trainer so that he can give practical advice in deadlocked situations. Young professionals should also be reminded to develop each skill in turn, and not all together, so they will achieve the best result.

Selling your own or partner training courses is one of the most profitable types of income. But the question is - how to sell information products online?

I will talk about the simplest and effective scheme, giving, moreover, the possibility of access to the autopilot.

Promotion Features

Unlike product offerings, courses, trainings or coaching are promoted on the Internet in a slightly different way - direct sales practically do not work for many reasons, the main of which are:

• unwillingness of the target audience to buy - the so-called cold target audience;
• availability on the internet a large number free information, albeit of dubious quality;
• human love for freebies.

The Internet is full of information on everything from “how to hammer a nail” to “treatment of chipmunks”. Anyone can write an article or make a video on Youtube without being responsible for their content and truthfulness.

And people for the most part are looking for something that is free, or. at least cheaper, and it does not matter that they are given something non-working or frankly worthless. They do not want to understand that no one will share really valuable, and, most importantly, working information for free, and spend their time creating an information product that will not pay off.

The second aspect, why selling information products directly to an unprepared audience is inefficient - potential buyers are at different stages of decision-making:

1. Cold audience - has not yet thought about the problem.
2. Warm - looking for different ways her solutions: free methods, independent experiments.
3. Even warmer - chooses among the authors, reads reviews and so on.
4. Hot - looking for a suggested product.

And getting to a warm audience through advertising is problematic. Imagine you are selling a study course of English language via Yandex Direct. The user clicks on the ad, sees the price tag and thinks: “Why buy?! Yes, I'd rather look free lessons».

How to sell information products

Multi-step or non-standard schemes are used here.

A simple example of multi-step sales on the Internet is the offer of free, but valuable material on the subject of a paid information product in exchange for contacts. In other words, a subscriber base is being collected, which is prepared through a specially configured funnel for the purchase of the main information product.

Therefore, many Internet affiliates of information products advise driving traffic to a free subscription page, and then the subscriber is “warmed up” through a series of letters, and at the end it is offered to buy paid material. That is, the partner attracts traffic for free, and the authors themselves sell coaching, courses or trainings and pay commissions upon the sale.

I used to do this too, and something seemed to work, but I stopped in time.

justclick:

E-Autopay:

Why did you stop?

There is only one minus in the methods mentioned above, but a very important one - you will have to spend your money and time on each new partner information product to attract traffic. After all, you are replenishing other people's subscriber bases, according to which the authors will make multiple sales at no extra cost, and all past you.

We conclude that in order to sell information products on the Internet easily and without problems, you need your own base of loyal subscribers.

Best Sales Scheme

As you already understood, such sales are built simply:

• Users are offered a free, but valuable information product in terms of content - a PDF book, video tutorials, text documents and other formats, the so-called lead magnet.
• In exchange, contact details are taken from those who wish to purchase it, that is, a person enters the mailing list.
• Further, through a customized series of messages, some inexpensive information product is sold to him.
• In the future, you can repeatedly make sales of both your own and partner information products using one or three letters in the database.

And so, the first thing is that you need a lead magnet to attract subscribers.

Where to get free information product

If the answer “create it yourself” puts you in a stupor, there is a solution that is used not only by beginners, but also by most well-known information businessmen.

It is simple, and at the same time very effective - buying a resell kit from a well-known author. What is a resell kit and what does it include?

This is an information product with resale rights. Usually, it includes some valuable freebie (lead magnet), a ready-made funnel with a series of letters, promotional materials, templates for sales and other pages, as well as training lessons on setting up and launching your info business based on the kit.

I can offer you a high-quality, popular and inexpensive resell kit to start.

What is included in it, you can see on the page by clicking on the image. This is a complete set of materials for the infobusiness with video instructions for setting up and launching.

By the way, the free content in the kit is quite valuable - a list of the most profitable affiliate programs and video tutorials on working with them. When you collect your subscription base, you can sell information products on the Internet from these affiliate programs They are very high quality and high converting.

I won’t write much about the lead magnet – download and see for yourself.

A funnel set up according to the instructions will generate income on autopilot - is this not what you want?

The sale consists of many elements that are connected at one point. Connecting all the elements takes time and painstaking work. You have to start somewhere.

Today we will talk about a test task that I give to my clients before starting coaching. This task needs to be “stupidly done” and describe the results. I recommend that you keep your records carefully, they will still be useful to you. Read on to find out how easy it is to complete these tasks. Clients come with different skill levels, with different work experience, so I conditionally divided the tasks into 3 groups.

1. The frog is those of you who are not yet consulting for money. To conduct a consultation for free - please, but to take money is inconvenient. If you recognize yourself, then I suggest you complete the task:

Within 2 weeks you need to conduct 10 consultations and receive 100 rubles from the client as a fee. Yes, only 100 rubles. This cuts off freeloaders at the entrance and you get the skill to talk about your fee. If you are ready to receive a larger amount, wager a larger amount.

It is important to make explanatory notes for these consultations: what did you succeed, what did you get stuck on, what kind of resistance did the client cope with, what were the difficulties. What feelings did you experience when they called the amount of the fee and when they took the money. As a result, you should have research experience of at least 10 consultations.

Your acquaintances, neighbors, work colleagues or friends from social networks(Skype has not been canceled).

2. Average - these are those of you who advise "for 3 kopecks" per hour. For various reasons, you do not dare to raise the cost of your services and continue to work hard to earn something. You run after clients, are ready to work at an inconvenient time for you, just to earn money.

The task for you is simple: raise the cost of your services by 1.5 times and conduct 10 consultations at the new price.

You also need to make notes on the results of this work: what was the most difficult thing when you first called the increased cost of your services, how your feelings for 3, 5 and 10 clients have changed. What customer objections did you handle easily and what did you struggle with?

3. Advanced users - you are specialists with experience, your qualifications are high, and the income leaves much to be desired. I suggest you do the following:

Psychologists tend to sell their time. Both the client and you do not know how much you will earn today - 1 hour, 1.5 hours, 2 hours.

I suggest that you get this experience of interacting with a client: You name the amount of your fee for a consultation, and then specify how long you will work. Example:
“My consultation costs 3,000 rubles, we will work with you within 1.5 hours” Thus, you have the clarity that you will earn 3,000 rubles for your service, spending 40 minutes, 60 minutes, 1.5 hours - how will go. For the client, this is also clarity and certainty.

I suggest that you make notes of observations of your feelings when you use this method of work, plus the reaction of the client is important - are there any objections, what are they.

So you've made the decision to do one of these tasks. Most likely, you start to come up with explanations for customers why you act the way you do today. This increases your anxiety and includes self-sabotage, which can manifest itself in any way: you procrastinate "for later", resent and say that this is "complete bullshit", you do not do the task at all.

And now the promised relief to your suffering. The brain has such a property: when we talk about things that are obvious to ourselves, we calm down and relax. "Tell the truth - you will feel better." Therefore, do not invent anything, tell the truth to the client. You can say that you are currently doing a coaching task, getting a new experience - it's true! Since you are reading this post, it means that the topic of selling your services is relevant to you and you can become a participant in this training by completing the proposed tasks and gaining new experience. When customers hear that you are in training and doing something new for yourself, they begin to support you. They provide a lot of valuable and useful information for you. Listen, write, clarify, ask again. At the moment, the client gives you value and also pays you for the consultation.

Read also: