We open the brain to the sales manager. How to get an investment, sell a product or service

    The seller is not at all the one who calls everyone and puts in his goods. The time of talking Daldons who take the number of calls irrevocably leaves, especially in a crisis. Why do buyers buy less attractive products or services, but from a more efficient seller, and it would seem products with higher characteristics at the same price, do not buy from another at all? I would like to offer my thoughts on this issue.

    It will be mainly about corporate sales, but in retail this information can also be used. Material from the series - at a gallop across Europe, if there is interest, I can write for each stage.

    I suggest starting with the axioms in the head of the seller (namely the seller):

    1. The buyer does not have the knowledge that the seller possesses when buying.
    2. The properties of the goods perceived by the buyer can be very different from reality.
    3. The buyer wants to rely on the opinion of a trusted majority when purchasing goods. Preselection of goods and company.
    4. The buyer usually adds to the properties of the goods, the seller’s personal confidence in his product.

    Consider the axioms in order:

    1. The buyer when buying does not have the knowledge that the seller has.

    By default, the buyer knows less than the seller, I hope there is no doubt about it. Even professional buyers, all the same, will never be able to approach the knowledge of a particular product to an employee of the organization producing this product. They may have a large base for comparison, but this comparison may be based on rather meager and simplified knowledge. They are followed by axiom 2. The head of the buyer contains a significantly simplified template for your product.

    2. The properties of the goods perceived by the buyer can be very different from reality.

    Patterning is a simplification of reality. It is impossible to know all the characteristics, but you can know 1-2 heading simplified product ideas. Since this is still a simplification, competitors try to manipulate these simplifications and tie them to more negative factors. Therefore, sometimes in the head of the buyer contains the properties of the goods, obtained by him a long time ago and formed by someone unknown.

    3. The buyer wants to rely on the majority opinion when purchasing goods. Preselection of goods.

    All people and buyers of these people use preselection. This can be called the brand image or the opinion of a certain number of trusted people. Buyers tend to trust the brand for two reasons. 1. Some people (if the buyer trusts them, this is much better) have already made their choice and a large number of people cannot be wrong. 2. This reduces the burden on brain activity, no need to understand the characteristics of the product and make inferences.

    4. The buyer usually adds to the properties of the goods, the seller’s personal confidence in his product.

    This is one of the important aspects of the seller’s work. Since the buyer does not know all the characteristics, is not sure of their correctness, and wants a selection preselection, he adds the seller’s personal confidence to the characteristics. The following mechanism applies. If this person is so sure, and he sells this product to a large number of buyers, then the product is really good.

    There are many books on marketing and sales, and they somehow cover the first three axioms. Therefore, we will be engaged in the fourth statement in order to understand what confidence is and how it is transmitted.


    Here we take one experimental: 1. Manager - who can not betray confidence. 2. A manager who effectively transfers confidence.

    I think that I like the second option more, but how to get these skills? Copy? Not an option, it will turn out like with Mr. Stanislavsky, who shouted: - I do not believe it.

    Firstly, it will be just ridiculous, the effect is approximately the same when one of your buddies having read a hasty psychological literature begins to behave like a cool man, and tries to put the acquired knowledge into practice. All the same, sooner or later he will split, because his subconscious mind has not changed at all.

    To think that you know how? The effect can be very long. In addition, it is not a fact that you will not be perceived as a pompous talking head.

    Let's do reverse engineering and analyze the behavior of a confident manager for micro actions. Let’s try to repeat and train them individually.

    Installation from a needy type:

    Actually, responding to positive and negative rewards is the basic function of the body. The area of ​​the brain that is responsible for this formed much earlier than the cerebral cortex and includes the cerebellum and surroundings. So it was formed many millions of years ago, it processes data faster, and you cannot just turn it off. It will only turn out to catch "interruptions" and redefine your behavior. For simplicity, this module is called the reptile brain. I will call her - the brain of a crocodile, or a crocodile. It's just that this comparison conveys her behavior very well.

    If the crocodile sees the prey, he roams to it without delay, if he sees a threat he runs away, freezes or attacks for protection.

    The problem is that the internal crocodile is not so easy to redefine. It still greatly affects behavior, especially when the stakes are high. Remember your condition when you agreed with someone about big money, as an option about salary, or tried to drive to a girl you liked. So you are already going to a large company in Moscow City with ideas to conclude a contract for a round sum, and after the conversation you agree to the completely compromise conditions that the company offered you. You can even justify yourself that everyone works with them like that.

    A crocodile, if you do not hold it back, is easily controlled by your opponents. Almost all typical purchases in organizations are inflated in order to give you the impression of a century deal and show carrots for your crocodile. Even if they buy then 10 pieces out of 1000, they will still say that next year the project will go. Just give the right price, free shipping, international training, etc. etc.

    The most reasonable solution in this situation: calm, only calm.

    So our experimental manager, he does not take this situation to heart, he does not take any situations to heart. He doesn't give a fuck about this world. This is a simple training, observing the reactions within yourself and smoothing them out. Try to notice your conditions and evaluate them in the next 30 days. It’s even better to record. For example: In the morning - sadness, in the afternoon - nervousness, etc.

    Also, the crocodile can be switched not to the result, but how well the game was played, the transaction process was carried out, even if it failed.

    Relationship development scheme:

    Any relationship for their proper development must go through certain stages, non-compliance with these stages usually puts you in a disadvantageous light, namely as a person with a low level of status.

    About status: Everyone knows that status is the number of feathers. But not everyone knows what perceived status is. If you think that only a deputy on Bentley has status, then you are mistaken. In any team there is a ranking by status. Status - for ease of understanding, this is a subjective value accepted by other people on the basis of ideas about the possibilities of your person. Representations can include various things, from character, to bank accounts and job positions.

    Understanding the status is necessary for the concept of the term - the difference in statuses. Example, you are in a room with several people of equal rank and suddenly your boss enters. Notice how the atmosphere in the room changes dramatically, someone is tense, someone can offer him something. At the same time, the boss does not react in any way; nothing has changed for him. This is the perceived difference in status. Basically, if one person reacts to another, then he has a lower status. In analogy with crocodiles, his crocodile is calm, your tensed.

    Stages of relationships: Stages of relationships begin with the fact that you do not know anything about your opponent. An opponent is usually a person who needs to be influenced. Those. make a deal with him, establish contact, establish relationships. Here: Get an investment, get an interview, find a woman, get promoted, etc.

    Demonstration of independence:

    Demonstration of independence is necessary first of all in order to make oneself known as a specialist who does not need anything. The biggest mistake at the initial stage of communication is to throw an opponent with burning eyes. You wire immediately about your lower status in this case. You need to behave calmly and naturally, even if it is difficult from the very beginning, try to hold 3-4 meetings with just one goal, to behave as calmly as possible. It doesn’t matter if you fail these meetings or not, the goal is to learn calm.

    At the stage of demonstrating independence, you must show that you do not rush to any transaction like a dog on a bone. What do you have a track record. What do you choose with whom you will work. It is not necessary to say it out loud. If the game is correctly composed, your non-verbal will say everything you need. Homework is also needed to consolidate independence.

    You continue the stage of demonstrating independence until a client shows interest in your product or service.

    During this time, you should tell the following:

    1. Where did you come from in this business and 1-2 of your short successes. Preselection mechanisms: 5-10 min no more.
    2. Give a presentation of the product or an idea for the service: 10-15 min.
    3. Find out what the client needs all the same. In the process. 10-20 minutes

    You do not proceed to the next stage if the client is not interested and does not ask leading questions, if the client is suspended and does not give feedback, if the client takes time.

    This means you still have not guessed with the needs and have not presented your product in the right light.

    It may take several visits in order to understand what the client needs.

    You proceed to the next stage when you see that the client is seriously interested in your offer. He asks a lot of questions, in particular more questions about supplies. For example: when it can be available, how much is in stock, warranty periods, how support is provided.

    Mistake: Sitting with a stone face, thinking that you are projecting status on the opponent. A high relaxed mood, acceptable jokes, but without licking are, first and foremost, about the high status.

    The stage of establishing trust: The

    stage of establishing trust is needed in order to enable the client to verify firstly the seriousness of your intentions, how much you will fight for him as a client, how you will solve unforeseen problems. Roughly speaking, the client has already chosen that he will buy a similar product or service, now he wants to choose you and your company.

    At this point, you need to move away from tricks to show independence. You have already passed it. And you need to assure that you are a reliable supplier and will continue to solve problems, if any.

    At this stage, you will need information about work standards, customer reviews, quality assurance of the technical service (response time, network, ease of maintenance), as well as stories on solving problems of other customers.

    Mistake: To think that you must establish trust in order for the client to tell you about the first wedding night. Not necessary. Trust is necessary to conclude a deal and nothing more.

    Verification of the result: Verification of the result

    is always any action in your direction. For example: Conclusion of a contract, selection as an alternative or additional supplier, admission to participation in the tender (if it is closed), etc.

    If the verification fails, then a return to the previous stage and so on through the stages before the start is necessary.

    If you went through the first two steps correctly, then as a rule a simple question is enough. There is no need to ask a question of choice, or use any veiled suggestions. (An example of a question of choice: can you sign an agreement today or do you need a formal sight by the director?)

    Error: Some clients, especially those trying to create a status in your eyes, can promise, simply from something free. The result should always be tangible, we do not believe promises.

    Communication blocks:

    In the process of communication, each element can be classified into several categories. Consider the Russified options:

    1. Neg
    2. ICE (Demonstration of high status)
    3. CSN (Demonstration of low status)
    4. AI (Indicator of interest)
    5. IN (

    Disinterest Indicator) • Neg

    Neg - This is negative information designed to lower the opponent’s perceived status. As a rule, this is not an insult, but the noticed facts, presented in the form of a small injection. The main goal is to point out the shortcomings of a product or service from a competitor, but can be applied to an opponent directly reducing the quality of a person. For the correct and effective use of negatives in a business environment, you need to know the customer’s business in the first place, to know the consequences and problems of using a particular product or service. Therefore, preparation for a visit and preparation of negatives should be a priority.

    Examples: - You use competitor equipment that has not been certified, how much will your company lose due to an incorrect decision? Who will explain to the management (shareholders) the need for additional costs?
    - The current software used does not have the X function currently in demand on the market. Your competitors are already using it with all their might, how much time do you think they will need in order to lure your large customers.

    • ICE

    Demonstration of high status - Statements designed to enhance your status in the eyes of the opponent. By the way Negi is also an internal combustion engine.

    - We work with a large company ABC. - Our director visits the board of directors of Gazmyas. Stories about successful projects. And so on, examples of such statements. Everything must be prepared in advance. The correct behavior is also ICE: not responding to failures, managing one’s emotions, using and transforming one’s social position in a favorable light — ICE.

    • CSN

    Demonstration of low status. Statements lowering your status in the eyes of opponents. As a rule, they are done unconsciously and usually when you do not have a prepared answer to a question.

    For example, after a question about large customers: - We have just begun work in this area. Or - We ask you to test this new equipment was at your site. - We will give it for free, just try ...

    By the way, if you are meeting with a decision maker - This is CSN on your part. If you wait at the reception for more than 20 minutes - This is CSN for you and ICE for the opponent. Inexplicable cancellation of meetings and lateness - these are all DNS.

    • AI

    Interest indicator.

    As a rule, substantive questions on the evaluation and use of goods: - How much will it cost us per year? - How to scale this service to an enterprise of 45 people?

    • ID

    Indicator of disinterest: No questions at all or nominal questions to get rid of. It also includes a subclass of questions per question.


    So, the larger the company, the more it will initially make you ICE and IN. You are also required to do ICE and IN before the stage of establishing confidence, supplying all this with a sufficient number of Negovs. Remember to refuel preselection.

    At the stage of trust Negi can be excluded, you can occasionally do ICE-DNS and show AI.

    In case of unsuccessful verification of the result: ICE and Negi, and all over again until a positive decision is received.

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