All business operating in the world today is based on sales. The goods and services of various companies from various industries are offered, due to which there is an exchange of values ​​and further development of commercial relations. It is sales that are the very source through which companies move forward. And, of course, the most difficult task that any business faces is precisely how to organize sales.
In this article we will look at the most relevant sales methods. We will try to maximize their effectiveness, to characterize each of them in terms of effectiveness and complexity in use.
General theory
In fact, there are a huge number of different theoretical materials that describe which sales methods exist, how to use them, and what should be remembered when applying one or another of them. Still, of course, there are many separate aspects that must be remembered. For example, one of them is the specifics of the product or service that you are selling. You need to evaluate it not only based on the characteristics of the product itself, but also using an analysis of your direct customer, his preferences and interests.
That is, it should be noted that the science that studies sales methods is much more complex than it might seem at first glance. She should study the environment in which you are selling, the object that you are trying to implement, as well as the subject acting as your buyer. Given these elements, let me introduce you to the basic methods of effective sales, which are most often the case in practice. However, this cannot be said to be an exhaustive list. In fact, such forms of sale of goods can be much more. We give only the most common and generally accepted.
Sale through service
Each of us has probably come across this technique most often. It lies in the fact that the company provides its customer with a service, due to which the latter completes the purchase. It looks very simple: you come to the store and choose which product you would like to purchase. The supermarket previously provided you with service: its employees laid out the goods in a certain order on beautiful shelves, created all the conditions for you to take these goods successfully and conveniently take them to your car on a trolley. It also provided for various methods of payment for goods and, possibly, even some bonuses for those who will buy more often and more. This is a classic example of how sales methods through service work.
Such a technique is characterized by high demand for goods. That is, such units as food, shoes and clothes, some items of basic necessities can be sold best. In order to sell something more expensive and less needed in everyday life, you need to use other approaches.
The service, on the contrary, works according to some standard template, offering the buyer what he has already seen several times. For example, think for yourself: you love to come to the store and immediately go for that product, which is located in a place known to you. You do not like to go around the supermarket for long, looking for bread and milk. Most often, these typical methods of selling goods are guided by stores operating in this area. They are trying to provide a high level of service in order to tie the customer to their store, to make him go here regularly.
Aggressive sales
For goods the buyer does not feel the need for, a slightly different technique should be applied. In this case, it is used to implement some additional products that the user often has not heard of. For example, this is the way a store offers accessories for the kitchen and home (which constantly broadcasts ads on TV). Sometimes real estate sales methods work on the same principle.
The main thing in this case is to attract the attention of the buyer to your product. First, you just need to inform him about the product, reveal its positive aspects and potential, indicate how much it will facilitate the life of the buyer, how happy he will be if he takes possession of your goods. This approach is primarily aimed at causing the client to desire. Once you achieve this, he will gladly give his money back and take the product.
The disadvantage of aggressive sales is the fact that today, most buyers no longer respond to the tricks that traders use. More often than not, they simply refuse to communicate with you, immediately suspecting that you are trying to “suck in” something useless to them. But in industries such as real estate and cars, this approach can still give excellent results.
Speculative method
If you do not offer your client the proper level of service and do not want to attack him with your product, you can use one more item on the list of “methods of sales forms.” This technique is called a “speculative approach” and the main principle which it operates is a client’s manipulation. It should be noted that in this case, a strong factor that determines whether you will buy something or not is psychology. You yourself can make this technique work or, on the contrary, , Can easily ruin the whole thing. What is the principle of its actions?
We all know that sometimes certain companies give us (as their customers) gifts. Why is this needed? Do they really expect us to really do this?
On the one hand, it seems stupid. On the other hand, numerous practice shows that this approach works. Presenting something to a client or congratulating him on his birthday, the company psychologically becomes closer to this person, he remembers her and treats her more friendly. Due to this, in the future, the methodology will lead to new sales and loyalty of this client.
Sales through counseling
Another interesting way, which is also part of the “retail sales methods” group (that is, it is used in stores / in the market), is counseling. Remember how often the seller starts to “diagnose” your problem, for example: “Your old Internet provider set prices too high? There is a solution - go to us and get 3 months of the Internet as a gift! ” Or: “Is your car consuming too much fuel?” Do not be upset! We can offer you a new car that is equipped with the most economical engine! "
Perhaps such situations did not arise in your life, but believe me, companies often focus on the client’s problem and point him to it in order to immediately offer their solution.
This way of selling looks like a consultation. Because of this, this technique got its name.
Reputation Sales
When working with a client, companies often indicate their age, country of origin, or the number of satisfied customers who have left feedback on the product. You, too, noticed this, didn't you? So, all this is done for a reason. Such actions lead to the formation of a certain reputation in the eyes of the buyer regarding the company. It should, of course, be positive. And then, as any method of comparing sales shows, such a manufacturer / brand / store gets more than its competitors. And it's all about reputation. Upon seeing that a company has been operating for more than 20 years, the client subconsciously prefers it over younger and, possibly, less experienced firms and brands. And this is the main tool of sales through reputation.
Experiments are the key to success
In fact, if you want to find the best way to sell your products, use several techniques. If you cannot do this at the same time, start this kind of “testing” one at a time. After all, even a technical analysis of your product and buyer, as well as the conditions in which sales are carried out, will not give a guaranteed result. Any practical methods for evaluating sales are always more accurate and predictable than some theoretical indicators that may not take into account all the points. Therefore, any experiments that can give a real result are necessary.
Performance comparison
Of course, after you conduct sales using different approaches and techniques, you will understand that it works better. And before that, first of all, it is necessary to obtain analytical data and compare them with each other. This is the only way to understand more precisely which approach helps sell products better.
Analysis of conditions and results
Using various methods of sales analysis (both “live” and viewing statistical data - it all depends on the specifics of your business), you should analyze not only the general results in absolute terms. It is also necessary to pay attention to the conditions in which they were achieved. Indeed, you must admit that an assessment of market conditions prevailing in a particular niche relative to a specific product will give you the opportunity to say for sure which method produced the most tangible result. And, of course, using and scaling it, you will get the most effective sales method.
Assistance in determining: competitor analysis
If you study what approach should be used in sales and how to determine it, you will find situations where the business owner does not know which method he is best to apply. After all, there are quite specific categories of goods that are not amenable to such a simple analysis.
In this situation, pointing to competitors would be the best advice. Analyze how your colleagues work with the same type of product and in the same niche, and you will understand where to start. We especially recommend paying attention to the most successful competitors, positioned as leaders in your industry.
Learn Sales
Another important piece of advice that is clearly not superfluous if we are talking about marketing is ongoing training. Believe me, even the leaders of the most competitive business industry that you can imagine, do not know what works for sure. And no matter how many theoretical materials you reread, you will still learn from them no more than as a result of long practical work. Therefore, always learn about sales. Combine theory and practice - and only then can you achieve meaningful results!