A. A. Derevitsky is known as a business coach and author of books on sales. A geologist by training, he visited expeditions in Kamchatka, Kolyma and the Caucasus. He wrote fiction about this period of his life and published it on the net. In the 90s he was engaged in commerce, the sale of various goods and services. Things went so well that they did not go unnoticed by the leaders of trading enterprises, and since 1994, Alexander Derevitsky has been developing training courses on negotiating and selling.
“Slavic school of sales”
Derevitsky became the founder of the Slavic School of Sales, where he taught the use of persuasion techniques in sales, which scouts and diplomats, actors and showmen use in their work. Alexander Anatolyevich elevated sales to the rank of contemporary art, arguing that tactics and psychoanalysis are important in sales.
The “Sales School” by Alexander Derevitsky is similar in teaching methodology to the martial arts school, where at the initial stage they teach the learned techniques - “turn your hand so, put your foot here”. At the next level, they hone the technique and show dozens of situations when this technique works. That is, they teach the basic technique and learn to use it in various situations. At a higher level, they are taught the forms of movement, then the formless style. The person who owns it is not attached to any particular tricks and on the move comes up with new methods of protection.
Derevitsky notes that many schools do not go beyond the standard set of techniques. The advantage of this approach is that a person can be taught to resist typical attacks even without theory. Minus - if the enemy is more literate and owns another technique from which a person does not know protection, the battle will be lost. At the beginning of the school, Alexander Derevitsky’s school also teaches the simplest sales techniques, then teaches to systematize them and go to a higher level - to warn client objections and questions, to adapt to the client and study it.
Works of Derevitsky
In 2002, Alexander Anatolyevich became the best trainer in Russia, in 2004 he entered the top ten best Russian-speaking trainers, becoming the holder of a TACIS certificate. In 2014, an outstanding sales coach was gone. After himself, he left a rich library. Derevitsky shares his experience and knowledge on the pages of books such as “Agent Cheat Sheet”, “Agent Course”, “Art Hose”, “Partisan War with the Employer”, “Commercial Intelligence”, “The Art of the Talker”, “Negotiating Brakes” . The most famous books by Alexander Derevitsky are:
- "Hunting for the buyer";
- "School of sales";
- "Other sales";
- "Personalization of sales."
“Other sales”
In this book, the author considers sales as a form of martial arts. In the first part, he gives examples from his own practice, in the second he shares recipes for successful sales. Alexander Derevitsky claims that there are no such ways that you can simply learn and always use. You must always be guided by the situation, and for this the seller must be flexible.
The author addresses his work to those who can sell, likes to invent something of his own and wants to be different from others. In the book “Other sales” the author mainly shares his tricks and techniques, and it will be a good help for those who prefer to work in proven ways. Here, the author tries to teach the reader not only to look and listen, but to think and be different. He discusses these issues in more detail in his next book.
“Personalization of sales”
In this work, Derevitsky destroys numerous stereotypes. Memorized phrases, tools, techniques, NLP tools are optional items for a successful sale. The author shares tips and thoughts that help change the usual approach to the sales process. Many work on memorized formulas and texts and do not try to find an individual approach to each customer, which only frightens them away. This has an extremely negative effect on sales.
The book of Alexander Derevitsky contains many practical tips that are applicable in practice. The author explains that formulas and texts are sometimes compiled by people who have never sold. It is the seller who communicates with the buyer. And his details about the product are not for sale, the words should be addressed to a specific person, and he, this person, should hear it.
The book is based on examples from author sales practices. It is aimed specifically at those who sell - not entrepreneurs or marketers. The reader will find here many useful and interesting ideas that can be put into practice.
“Hunting for the buyer”
Alexander Derevitsky has always said that sales are skill. This taught his listeners and readers how to use acting and the experience of special services in their work. The author has personally been engaged in sales for decades. There is no doubt that he knows the subtleties and characteristics of trade in the Russian market. That is, he invites his readers to discuss what he had to face daily. There are sketches on negotiating, on sales techniques, business communication and personal sales methods.
This book is a great tutorial for sellers, sales managers and those who want to win negotiations. The author clearly shows that in most cases the client evaluates the company according to a much larger number of criteria than it seems to the seller. Often his needs do not coincide with what the latter thinks about it. Derevitsky prefers verbal channels: what questions to ask the buyer, what words to say. Those who are interested in successful sales will find many practical tips in this book. The book is not written in the form of a manual or a textbook, it consists of the stories of a business coach and his students.
“Sales School”
This work of Derevitsky can be safely called the textbook of the fight against objections. The author talks in a fascinating way about all stages of customer resistance and offers specific schemes to counter their objections. The book combines the principles of persuasion based on the practices used in the work of psychoanalysts and diplomats. The book will be useful to managers of any level, sellers and consultants, business trainers and organizers of sales.
On the book of Alexander Derevitsky “Sales School” has grown more than one generation of marketers and sellers. But the technique proposed by the author is relevant now. The main thing in sales is the ability to find an approach to your client or partner, to convince him of the importance of the goods offered. The winner will be someone who knows how to communicate with the client. More than four hundred methods of combating objections are offered by the author. They are painted in the form of algorithms - adapt and apply!