Ronさんの営業、ステップ#9 更なる信頼構築のために

シルバーウイークはいかがでしたか。

営業の皆様の中には休みの取れなかった方も多かったのではないでしょうか。

すいません私は韓国のソウルに行ってきました。

１０か月ぶりの訪問でしたが、中国人旅行者が急増していることに驚きました。中国経済の減速感はそこにはありませんでした。

中国語を話す店員や呼び込みはが増えたことは勿論のこと、デューティーフリーショップでは、中国人に人気の化粧品やお土産品コーナーは拡張され、人気のない紳士服コーナーはほぼ消滅状態。ネクタイさえも買えませんでした。

この中国人パワー、営業に使いたいですね。

さて、Ronさんの営業も残り３ステップとなりました。


STEP #9 ONE SALE MADE:　更なる信頼関係を構築

One sale will not make a career for a salesman. Most of the time making a sale is good for the salesman and the customer. This is a "WIN-WIN" transaction. The salesman gets the sale, and the customer gets the value he is looking for in the product. If the salesman sells the product, but the customer is not happy for some reason ("WIN-LOSE"), the salesman may also lose. If the salesman sells the product at a loss ("LOSE-WIN"), he is not providing for himself or the future of the business, which may adversely affect the customer’s after sale support and advice. If a sale is not made because the salesman did not do a good job in all of the steps in the Selling Process, the salesman will probably lose the sale, and the customer will lose the benefit of the product ("LOSE-LOSE").

This step simply put, is to inform the customer that the relationship is not over. The salesman should tell the customer that he still is concerned about him getting the value in the product that the salesman explained in earlier steps. This is a tremendous trust builder for the salesman.

Ronさんの営業、ステップ＃8 クロージング、営業プロセスのクライマックス

STEP #8 CLOSING THE SALE:　クロージング時の問題は？

Closing the sale should address three problems. They are price, terms of payment and why buy now. It is putting in writing what you have verbally already agreed on.
If the salesman has done a good job in all of the other steps up to this point, closing should be very easy. If the sales person has done a good job in building value in the product, the customer will buy.

営業の責任は
It is the responsibility of the salesman to (1) complete a purchase order and ask a closing question, (2) determine any objections, (3) ask the customer if he will buy if those objections are solved, and (4) get a signed counter-offer from the customer. A salesman in a truck or car dealership is only an agent for the dealership, and he should not refuse any offer, as he does not own the vehicle himself.

ディスカウントが必要な場合は
If you must discount and negotiate with a customer, (1) Start high, (2) justify the price, (3) come down slowly, (4) always give a reason for coming down, (5) not lower your price until the customer raises his, (6) continue to sell value, (7) make the negotiation fun and interesting.

顧客のタイプを見極める
While negotiating with the customer and using many different closing techniques, the salesman should determine if the customer is a quick deciding person or a person who likes to take his time and gather a lot of information and opinions. If he knows that, he will know how fast or slow to go with the customer.

Ronさんの交渉テクニックの一つ
I enjoy presenting the product much more that negotiating price, but just for the fun of it, here is one closing technique.　　It is called “Reduction to the Ridiculous Close”. Here are the steps:

1. If the customer says the price is still too high after asking for the sales several times, ask the customer what he expects to pay.
2. Subtract the sales price given from what he expects to pay.
3. Then ask the customer how many years he plans to use the product. (For a vehicle, this can be as long as he has kept his current vehicle.)
4. Divide the difference between what he planned on paying and what the selling price is (#2) by the number of years he plans to use the product (#3).
5. Divide #4 above by 365 days. This is the extra cost of buying the vehicle on a daily basis. It is usually just a few cents.
6. Ask the customer to buy the product, as he is only paying a few cents a day for all of the benefits of the new product which he did not know before he received a detailed presentation from you.

クロージングは営業プロセスのクライマックスですが、大事なことは顧客を知り見極めること。実際にはもっと早い段階での見極めが大切。
If the customer still hesitates to buy the product, he may be a person who needs to think the purchase through for a while or a person who wants to gather more information for a while and decide slowly. Some people gather information in public in front of people. They make decisions when alone. Other people gather information and study alone and decide in public in front of the salesman. The salesman should consider what type the customer is.

Other than that, the salesman may have made a mistake in qualifying the customer, selecting the right product or presenting the features of the product.