An excellent way to increase sales is related products, which an experienced seller knows how to offer in such a way that the consumer simply has no choice, and he always says “Yes”. Statistics confirm that properly selected after-sales products can increase profitability by tens, and sometimes hundreds of percent.

What is a "related product"

Remember when you, for example, buy cottage cheese in a store, and the seller also offers you very fresh, tasty sour cream? And he does not ask: “Will you take more sour cream?”, He says: “What fat content of sour cream to give to cottage cheese?”. That is, he simply does not give you the opportunity to answer: “No, you don’t need sour cream,” although the illusion of choice still remains. He sold you a product that you did not plan to buy, but that you needed to complement the first product you purchased. These are related products - additional products offered by the seller that complement the main product, make it more attractive, smooth out its shortcomings, and the like. And so, for any product from your assortment, you can pick up related ones, and there are no secrets in the technology of compiling a list of goods in pursuit, you yourself can make a list of the most suitable options that will surely interest the consumer.

We help the client to buy more than he planned

The main secret of the sale of related products is that the offer should not look like a “push”, but be perceived by the buyer as caring for him, a desire to give more and better. Clients rarely refuse such offers and even less often take offense at them. Moreover, the correct image of the seller or store is formed in the subconscious - you take care of the buyer, he trusts you and starts buying only from you. Solid benefit!

We form a healthy interest in goods and in the store

It is very important to offer the right and appropriate related products that the consumer may actually need. If you offer a set of washcloths or toothpaste for salad products, then the client will not only not buy the offered product from you, but may in some way be “offended”. After all, there will be a feeling that you perceive it as an object to which you can “sell” something from the assortment that has a low level of sales. Then you can forget about trust and the formation of the right image of the store.

Teach salespeople to evaluate the selected assortment that the buyer carries in a cart to the checkout, and only after that offer him the product he really needs. The whole process should not look like an inspection, everything should go easily, naturally, with a smile. There is a lot of interesting information about how to offer related products that both owners and sellers would like to study.

What will we offer the buyer

The assortment of related products depends on the assortment of the store itself, its profile of activity, sales volumes and other factors. If this is a highly specialized store, then you can, in principle, compile a small list of related products that sellers just have to learn. This is the easiest way, which does not include a lot of imagination and professionalism of the seller. Accordingly, the sales levels will be slightly lower than, for example, in the case when the seller himself can evaluate the selected goods and offer them the most suitable accompanying ones.

It is better, of course, to select related products individually for each individual customer, but this is not an option for large markets, in which the flow of customers is very large, and the assortment is very diverse. For such cases, special programs have already been developed that analyze what the client brought in the cart to the checkout and give out some “hints” for sellers in the form of a list of items that may be of interest to this particular buyer.

Are there any restrictions for follow-on goods?

It is clear that you will not offer a washing machine “at a very favorable price” for a curling iron or a hair dryer that a consumer wants to buy. But on the contrary - it is quite real! Prices for related products should be lower than for the main product, that is, we offer a small one for the big one. Or a good discount on another one of the same product. The main thing is that the buyer learns about such a great opportunity for savings even before he comes to the checkout. Place such advertising information in the store itself next to the products for which you are going to offer related products. And remind about the great opportunity already at the checkout. Hardly anyone will refuse.

The main thing is not to be intrusive, smile a lot and treat the decision of your consumer with understanding so that he is not afraid to come to you a second time just because he is always offered to buy something else here. Be friendly, only then the client from a number of "accidentally visiting your store" will move into a number of "regular customers".

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In times of economic recession, even the most unexpected move can be a winning one. For example, to introduce into the assortment of your shoe store related products. Although what is he unexpected, this move? Soputka is an old, faithful assistant to increase the average bill and increase income.

Related goods are considered that are used together with those already purchased, complement its properties, help to use it, are its interchangeable parts. In our shoe case, these are shoe care cosmetics, laces, insoles, socks, and so on.

What to sell?

The sale of ancillary product occurs after the sale of the main product, when the client said: "Yes, I'm buying." It is quite realistic that this upsell does not start at the checkout, but at the fitting room after the client says: “The boots fit, I take them.” Experienced marketers are sure that the sale of ancillary product should be carried out after each purchase, that is, in 100% of cases of sales of the main product. In this case, you can easily achieve an increase in the average check. But in order to establish sales of related products, you must first determine which products can be considered related to a particular product.

Of course, when forming the range of related products, it is worth starting from the main ones already on the shelves. If we talk about shoes, then a whole range of different products can act as a “companion”: laces, insoles, socks, various shoe care products.

And even… accessories (purses, bags, gloves, belts), because women, as you know, do not buy individual items on their own, but model a complete image in their head using this very purchase.

When forming an assortment of related products, pay attention not only to the color scheme of your shoes, but also consider different types leather, from which it is made, and the expected weather conditions for the near future.

Shoe care products are included in the category of related products

However, one should not focus only on shoe cosmetics, as most domestic stores do, it is necessary to expand the boundaries of the offer. For example, this summer the Obuv Rossii Group of Companies is developing the Westfalika Medical line of cosmetic products, which are sold in the Westfalika and Peshekhod chain stores, adding hand creams, a facial scrub and accessories to the range. A new cosmetic line of hand skin care products includes 5 types of creams with different active ingredients, such as extracts of chamomile, calendula, ginseng root, wheat germ, vitamin complex. Their sales development strategy for related products is bearing fruit. Thus, in 2013, the sales of the companion vehicle amounted to 865 million rubles, which is 2.7 times higher than in 2012. And in 2014, the company plans to increase sales by 70% to 1.5 billion rubles, and increase the share of related products in revenue to 20%.

“When choosing companion product categories, always be imaginative and think about what else your customers might be interested in,” recommends Megan Cleary, shoe expert and author of Shoe are You? - For example, if your store has a lot of children's shoes in its assortment, supplement it with inexpensive small toys for children of the appropriate age, and also, possibly, bags for replacement shoes for schoolchildren. A sports shoe store should sell not only “sporty” socks, but also small accessories such as headbands, hair ties, wristbands, etc.”

We determine the price

Choosing a price segment for a companion is not an easy task. To get started, figure out what your store's average check is and, based on that amount, try to figure out how much your customer is willing to spend on additional items. For an average check of 3,000 rubles, the upper bar for the price of one unit of a companion will most likely be 300 rubles. For a higher segment, accordingly, this amount will increase.

Hunt for change.

This is an interesting move to sell a companion, which is easily carried out by Western retailers and does not take root well in Russian realities. It's simple: when a customer buys something that costs a non-circular amount, he rarely extends exactly as much money as the product costs - usually the seller has to count the change. Each time it is some insignificant amount, usually from 1-2% to 10-15% of the purchase price. But if we take into account that several hundred, or even thousands of people pass through the cash register a day, then a substantial amount is obtained in a month. And such small goods as laces, socks or care products are good because their low purchase price allows you to make a high margin of 400-500% and, accordingly, make good money on them. If the assortment of your store is small, then you can check in advance what amounts of change most often have to be returned to the client, and pick up one or two hot goods for each such amount. For example, if the shoes cost 2800 rubles, then most likely the buyer will hand the cashier three pieces of paper for 1000 rubles each and will wait for 200 rubles in change. It is necessary to pick up some product of the same or similar cost and, moreover, accompanying shoes, for example, a care product or a transparent plastic box for storing shoes in the closet. “Remember that there must be a rhyme that will help sell these funds (or boxes),” explains Melissa Potter. WHO IS SHE???. - For example, yes. Eye contact, smile: “Would you like funds for your shoes for change? (Hand gesture towards the product rack) Your shoes will look perfect for twice as long! It is also worth trying out the option when the seller does not just point to the funds, but takes the appropriate one and hands it to the client.

Perhaps it will help to sell more, perhaps it will hinder. Unfortunately, in this case, you won’t know without testing ... ”What economic effect? Let's guess. Let's say 12 pairs of shoes are sold per day, and let's say every fourth customer buys shoe polish for change. Total, 600 rubles a day, 18 thousand a month, 216 thousand a year. Not bad for such a simple trick. In addition, if you give the seller the right to reduce the price of goods bought for change (within the limits you set), this will additionally motivate buyers: rubles? Surely he wants to!

"Buy for your husband."

You can try another option for more expensive purchases - the “Buy something for your husband” slogan, which, among other things, gives a woman a moral justification for spending. So the girl will be able to tell her husband not “I bought myself Italian boots”, but “I went to buy you socks (or, for example, sandals for the summer) ... well, at the same time I bought myself boots.”

Places to know

The axiom of merchandising says that small related products should be located in the area impulsive buying, that is, near the cash register, where a person is already mentally prepared to spend money. A larger companion should be placed next to the product it complements: a bag next to the shoes, a wallet and gloves next to the bag. Alexander Levitas, author of the book “More money from your business”, advises: “If it is not physically possible to place a related product next to the main one, internal navigation can help you out - a sign with an offer to buy a related product and information on how to find it in the store ". However, keep in mind that it is not enough just to lay out goods or advertising services in plain sight, beautifully place them on the counter or in the window. And it is necessary to offer actively. The seller should look the buyer in the eye and say: “Buy this one too!” It's easy, and commercial terms sometimes it literally works wonders.

Laces can also be included in the range of related products

How to offer

Think about it: your business sells a certain product or service, and what related products or services do you sell to it? Do your salespeople offer them to everyone who makes a purchase? If not, why not? How much money are you losing on this?

Don't steam!

Why don't you sell? To this question, sellers often answer that they don’t do this, as buyers are offended and believe that they are being sold unnecessary goods. Remember how often, when you are in a store as a customer, you feel that you are being “pushed” with unnecessary things. Alexander Levitas describes the difference between selling and “steaming” well: “If I buy cheese, tomatoes, cucumbers, lettuce and pickled olives, and the cashier asks me: “Do you want a toilet brush at a discount?” - in such a situation, there really is a feeling that something is being sold to you. But if the same cashier had looked at the groceries in my cart, figured it was an obvious salad set, and suggested a related product, like, “Would you like some discounted olive oil for your salad?” or “Would you like a discounted salad dressing?” even if I didn’t buy anything, I would remember that the person at the checkout thought of me, offered exactly what I needed at that moment.

Show interest.

In a shoe store, consultants must be able to determine why this person came to the store. For example, a girl buys sandals in early July. It would be logical to ask her if she is going on vacation at sea, and, having received a positive answer, offer cute beach slippers or a bright ankle bracelet. A man buying boots for hiking in the mountains will probably be interested in warm, wear-resistant socks or a hiking backpack.

At the same time, the consultant must clearly understand what the client's attention should be focused on. There are three product offering strategies: up-sale, cross-sale and down-sale. As a rule, the last, down-sale (the so-called “upsell”) is used for companionship, when a cheaper product is offered to the client, complementing the already purchased one. But if we are talking about buying an expensive pair of shoes, it is worth offering a high-quality, expensive cream for caring for them, emphasizing that this way the new thing will last longer.

From big to small.

Companions should be offered in descending order of price: from the most expensive to the cheapest product. So it is likely that the client will stop at an expensive offer, thus bringing you a big profit. To the question: “Do you want more cream (socks, insoles)?” most people most often answer: "No." Therefore, it is better to replace it with a call to action: "Let's pick up the insoles for you!" or "Let's take another water-repellent spray," to which a person is likely to reflexively agree.

Assemble a kit.

There is another trick that allows you to increase the total cost of the purchase. The seller combines several different goods that are related to each other into a set and sells this set as an independent unit of goods. The trick is that not only is it more profitable for the seller to sell the kit, but it is also often more profitable for the buyer to purchase it all at once, and not in parts. The main thing is that the set should be well composed: there is everything you need, there is nothing superfluous, all the components are combined with each other. At the same time, it is desirable to allow the buyer to change the configuration of the kit within reasonable limits: replace something, add something, remove something. This increases his motivation to buy, but try to make sure that the changes do not reduce the total cost of the kit.

Purses, bags, gloves, belts look organic in the range of shoe retail

Give a discount.

Don't forget about "rewards" as well. First of all, this is a discount on a specific product or group of products when purchased in excess of a certain amount. True, such a discount is best given as a “gift”, but everyone loves gifts and does not like to quickly count in their minds. Do you want an illustration? Please! Compare three promotional offers: "Three pairs of shoes for the price of two", "33% discount when buying three pairs of shoes" and "When buying two pairs of shoes - the third one for free!" Agree that the last sentence looks much more tempting, although all three are exactly the same in meaning.

Give a favor.

Well, another way to encourage purchases - free service associated with the purchased item. For example, "When buying shoes worth more than 5,000 rubles - sticker of anti-slip plates on the sole for free!". And do not forget to “loudly” inform the buyer about the encouragement that awaits him in the event of a large purchase. Write about it on a sign above the cash register, on the price tags of goods, on a large poster behind the back of the seller. Keep your customer's needs in mind, and he will buy from you whatever you offer him!

FACT: On average, 25% of buyers respond to an offer to buy related products.

In times of economic recession, even the most unexpected move can be a winning one. For example, introduce related products into the assortment of your shoe store. Although he is unexpected, this ...

Upsell(cross-selling, sale of additional goods), performed by the consultant on time and in accordance with all the rules, will help to significantly increase the amount of daily revenue and the average check, which cannot but worry the business owner. And what motivation can a manager have to increase daily profit? Money, money and more money.

If your salary, your bonus depends on the amount you bring to the employer - this article is for you! And if you are an employer working in retail and are thinking about how to increase sales, this article will also be useful to you. And with all this, it is much easier to make an additional sale to a product than to sell the main product, you do not need to repeat everything all over again - that's it, the client's consent to cooperate with your company has already been received!

And now let's talk about when to resell.

Upsell goods are made only after you and the client have agreed to buy the product or service, and not before, otherwise you may lose the client!!! As a rule, experienced managers begin to offer an expensive product or service as an upsell, then cheaper, and only then, if the client does not agree, they return to the cheapest option.

That is, the client decided that he was buying a certain product. Fact. We offer him the same product with a bunch of extras. options or the most expensive, that is, we make an overestimation (upsell). We talk about the advantages and benefits of this product, compare, talk about its high quality, convenience, durability, reduce it to time, image, etc.

In our retail stores they rarely use this technique: usually the client himself chooses, buys, and the seller offers some small things in pursuit of the goods. And absolutely in vain. Usually customers come to yours, in which you place a locomotive product at competitive prices. Ideally, of course, the product-locomotive should be exclusive, and even the price for it should be moderate. The task of the manager is not to sell this cheapest promotional product (you can always easily sell it), but to persuade the client to buy a product that is more expensive and more profitable for your company. And for the same product, you can also sell a bunch of additional (crossell) accessories if you have a large assortment. Here is the answer to your question, how to increase the average check.

If the client does not agree to an expensive product, we offer the product cheaper, we also talk about its advantages, but less. If again the client is not satisfied, for example, with the price, we work with objections. Well, if it doesn’t help, we sell goods of low cost.

However cost-cheap-cheap approach, often used by car sales managers, is not suitable in all cases. It is not always necessary to apply such an approach when the client chooses, for example, clothes. Imagine, he liked some thing, he already knows what to wear it with, and we offer another ... Of course, he can buy another, but rather as an addition to the chosen item than instead of it.

Another one resale technique quite effective here in Russia, especially for customers who want to save money - selling goods at a lower price, but with more contribution margin for the seller (downsell). For example, a buyer wants to purchase a certain product, and we know that there is a cheaper similar product that is more profitable for our company to sell (or we have a higher bonus for it). Then we tell the buyer how good a similar product is (how well and reliably it works, how long it lasts, etc.), but at the same time it also costs less. This approach is perceived positively by customers, they gain confidence in such a responsive and customer-oriented seller, which allows building long-term trusting partnerships. Such a client will return to you more than once.

One more pretty profitable view resale- delivery. In fact, if you sell bulky goods, think about it, finding a reliable partner who is ready to periodically deliver small loads for a moderate fee is as easy as shelling pears (add your markup to the cost of their services), because by refusing delivery you are throwing money away.

How to upsell and sell Additional services This tutorial video will tell you:

If you are a manager and you need to increase revenue, and your salespeople do not offer anything extra to customers, follow these steps:

1. Create Motivation for Your Salespeople, hold a meeting and talk about it. Motivation can be financial - bonuses in monetary terms for the sale of certain goods, valuable gifts. You can arrange a competition, sum up daily intermediate results and post the results in a place accessible to the manager.
2. Print several ready-made options for upselling to managers, containing questions and phrases that you can use when cross-checking your products. Tell employees what to offer for each locomotive product and how much money they can earn if every, for example, third buyer buys an additional product. This system also works effectively. financial motivation clothes sellers: for one item - a standard bonus, for the second - the bonus is multiplied by 1.5, for the third - by 2. Give your sellers a little extra money, and at the same time get courage, and the increase in revenue will not be long in coming! Do not spare money for bonuses, since there may not be additional revenue, and therefore profit, without the motivation of sellers.
3. Train your sales staff. If you are on a budget, invite a practical trainer who will prepare and conduct a training session that will consolidate effective quick skills that can be put into practice the very next day. It would be nice if such a trainer went to the workplaces of employees a couple of times and helped them adapt the skills gained in the training during the first month to the real conditions of your company.
4. Regularly check how well salespeople are performing at their assigned tasks. If they try, but don't succeed, that's one thing, and if they forget about the company's goals altogether as soon as you close the door behind you, that's another. Ask your friends to come to your store and check the work of employees - you can learn a lot of interesting things. In any case, you will have food for thought.

If you are thinking about how to increase sales, especially in retail, look into cross selling (upselling). Each upselling technique is individual, you need to try it in practice, adjust it specifically for your workflow, formulate questions, hone in on benefits and offers. Yes, it takes time, but the manager's time will pay off significantly if you focus your efforts on developing the necessary skills. And new approaches to employee motivation will improve the atmosphere in the team, will cause additional interest in the work of your staff, if you are a leader.

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From this article you will learn:

• How to offer goods to stores
• How to offer a product on social networks and by phone
• How to properly offer a product to a sales representative

The domestic economy has recently embarked on the rails of market relations, from that moment on, each of the sellers asks a fundamental question: how to offer a product or service so that the buyer is interested. Consider the key aspects of this issue.

How to offer a product to be bought

Of course, the success of a business depends largely on the volume of sales, this is perhaps one of the most important factors. Production capacity can be increased quite quickly, but the market capacity does not always make it possible to realize the inherent potential. Advertising budgets can be 20-50% of the cost, firms are doing everything possible to beat the competition.

All of these factors indicate that the entire distribution chain – marketing/sales/store – is important. The answer to the questions: “How to properly offer a product” and “How to sell a product to a client” is the solution to the needs of the buyer.

1. Before offering a product to a buyer, thoroughly study all the issues related to it. The more extensive and in-depth information about the product you have (operation, scope, availability of options and their differences, etc.), the more reasonably you can convey to the buyer why he needs it.
2. Be very attentive to the question of the psychology of a potential client. You need to clearly understand who is in front of you: a student or an intellectual, young or old, man or woman. Having an idea about the nature of a potential client, it will be easier for you not only to offer him a product, but also to build a productive dialogue with him, to establish a competent strategy in the “buyer-seller” relationship.
3. When offering a product, do not forget about the emotional component: let the potential buyer feel like the owner of a product that has not yet been purchased. Show what the product is in action, let it be touched, touched, smelled. Create all the conditions for making a purchase so that the client wants to purchase this particular product right now.

How to offer a product in bulk

There are a few simple rules how to sell goods in bulk. In this case, you need to focus on the future, that is, on the constant search for a customer. The volume of deliveries depends on the scale of the client company (it will be large or small orders). Categories such as delivery, price, terms are a temptation for the buyer and a big plus for the supplier.

Hence:

• do your best to “lure” the client from the very beginning low prices on delivered orders and low bills for logistics;
• follow the terms of the contract - never violate them;
• deliver on time and regularly;
• remember that wholesale is selling on an equal footing.

How to properly offer a product to a customer in a store

The biggest problem faced by retailers retail chains, including large ones, this is a recruitment problem, since the employees of most stores are not ready for effective sales (residual phenomena of soviet education). But there is another side to this - retailers themselves often do not pay due attention to the training and motivation of sellers, treating them as third-rate " labor force' which is constantly changing. This attitude leads to a lack of proper training. The seller offers the goods to the buyer not very effectively, because he does not know how to do it. But trained employees with proper motivation may well be the key to the success of any outlet.

A successful salesperson is someone who:

• easily identifies customer problems;
• can assess the priorities of the consumer in the context of solving these problems;
• can and seeks to help buyers find solutions to these problems in the most convenient, efficient, innovative and timely way, and at a price that is right for the buyer.

More often than not, if the salesperson is able to identify the customer's key issues, the customer will be willing to pay for their solution.

The key to success can be knowledge about the methods of promotion among potential buyers their ability to solve problems. This is to ensure that customers are aware of what you can do for them and what will be the benefits obtained from using the solutions you propose.

Sales leaders don't just focus on how to offer a product (or how to sell it), but they expand their customer's horizons. To become a top seller, you need to periodically answer the following questions:

• What customer problems do I solve?
• What is the customer's perspective on these issues and the solutions I offer?
• How does the buyer prioritize when looking for solutions to these problems?
• What other customer problems can I solve?
• What hidden or future problems are buyers unaware of?

Buyer comes with huge amount problems. Your task is to point to them and give them a detailed description, but not from your point of view, but from the position of the client. Focus on the problems that need to be solved first, and for this you need to formulate the right questions and listen carefully to the buyer's answers. And after that, offer your solutions (= offer a product).

3 tips on how to talk to a buyer when offering a product

Experts share useful tips with distributors about how to talk with the buyer in order to achieve success, how to offer the product as efficiently as possible.

1. Product knowledge.

Despite the fact that we have already mentioned this fact, we will repeat once again: preparations for trading should begin even before the sales themselves, in particular, we are talking about getting all possible information about the product. What it can be: before offering a product, check the nuances of different manufacturers, the specifics of use, price corridors for wholesale / retail, at different outlets and in the place where exactly you will sell. However, the psychological aspect can be called much more significant.

The task of any seller is to offer a product, while giving answers to all the questions that have arisen. Such a distributor inspires confidence, the buyer understands that he is a professional, not an amateur. There is another point: if the client receives an exhaustive answer, he begins to feel obligated, and in some cases this may affect his decision to purchase the goods here, from this seller. However, in the opposite situation, when the seller answers without enthusiasm, at length, the consumer understands that he is not a professional.

The only exception: the buyer, due to some circumstances, has information about the product, for example, he took part in the production of similar products. Then you need to offer the goods more carefully, you should not go too far: it is important to show your competence in this matter, and respect the knowledge of the interlocutor, and maybe even ask him something, ask some questions. Such a model of behavior will increase the importance of the buyer in his own eyes and at the same time increase the assessment of the seller.

1. Good mood.

In fact, the mood of the seller is a working tool, since he is an actor who cannot afford an arbitrary mood. His task is to "keep face" regardless of what's on his mind. After all, the buyer immediately catches the mood of the seller and reacts to it: a good mood is transmitted, but also a bad one. If the buyer came to the store in a good mood, and the seller spoiled it, then the buyer subconsciously (or maybe consciously) wants to take revenge on the seller without buying anything from him.

1. Respect for the buyer.

Respect for the buyer is manifested in respect for his desires and choices.

That is, if the buyer wants to buy tea, then you should not try to sell him lemonade. Of course, it is permissible to offer a substitute product, but selling it is fraught with consequences. The buyer is more and more psychologically savvy, often he is also well versed in the product. Therefore, the fact that instead of a substitute product they begin to very persistently offer something completely different, even when such a replacement seems appropriate to the seller, causes irritation and negativity. This is regarded as manipulation, and its disclosure should be followed by punishment: and this is already the loss of a client, because he is unlikely to ever return to the place where he was deceived or tried to deceive.

Trading is somewhat akin to fishing: it is impossible to make the fish peck, but they can be attracted by high-quality bait. The buyer likes quality service, and respect is an important component. And even in the case when you do not have some product, sending the buyer to the place where he is, this will also positively affect your assessment by the buyer, and it is highly likely that he will return to you.

You need to respect not only the problems of the buyer and his desires, but also the refusal. A buyer who was rude or rude after a refusal is unlikely to be seen again in your store. And even if there was no obvious rudeness, then a sharp change in the behavior of the seller (from fawning / attentive to indifferent / negative) will also shock the buyer, and he is unlikely to come to this store.

• in no case do not talk about the negative nuances of the product, so as not to spoil the positive;
• even if you know how to offer a product correctly, but do not own the rules of ethics, success will not be easy. Be charming, friendly, respectful - this will help sell the product, but avoid familiarity, familiarity, keeping the right distance.

How to offer a product to a sales representative

Beginning Sales Representative always encounters rejections, this is because retail outlets are against working with new suppliers or new products - in the store, the shelves are already full of goods. However, there are good principles in sales and good methods of how to offer a product to unfamiliar customers.

1. Make an illustrated catalog.

If it is the woman who decides whether or not to work with you, then there is one useful method: creating a catalog with illustrations. This is true for women, as women usually tend to choose goods from catalogs: this form of shopping inspires confidence in them. Offering goods in this way is a variant of a more advantageous form: browsing a catalog takes less time than viewing a price list, and looking at pictures is more pleasant than at numbers.

1. Go around all outlets in the assigned territory.

Be prepared to be rejected in most places when you offer a product, but this should not bother you: it's normal for the psychology of the seller - checking a new person (will he appear again and how persistent is he?). Don't be discouraged if you get rejected. Just let them know that you will come back another time when something interesting appears. The seller is unlikely to refuse this. Focus on finding your first client - it's hard, but it's possible.

1. Revisit the stores located near the first customer.

Come back after a while with a message that you have news. In the conversation, give a reference to the first customer and inform that your product will be presented in his store. Buyers notice everything: if one store offers your product, but this one does not, they will come to the store with new products more often. And this important criterion for many.

1. Collect statistics and reviews.

Contact customers with a question about how they are doing in the outlet with your product. Do not let their answers go past your ears - fix and pay attention to it.

1. Visit the rest of the shops.

Let us know that your product is already available in 15 stores. But do not lie, but tell it like it is. Voice the words of customers who are satisfied with your product. This may be the impetus to start working with you. WITH successful people I want to work, people who are set up in this way find it easier to offer goods.

How to offer your product to stores

This question is always asked by newcomers, because the heads of retail outlets refuse new products, arguing that the stores are already overstocked with goods. Therefore, there is one feature in how to offer a product to a store: you need to offer not only a product, but also something more, for example, better service than competitors, The best decision working moments. Your task is to offer a product, at the same time convincing the client that he will not waste his time in vain if he starts working with you.

To sell your product successfully, you need to have an idea about all the stages of a customer visit:

• Preparation;
• approach to the outlet;
• presentation;
• make a deal;
• merchandising;
• visit analysis.

There are a number important tips in how to offer a product:

1. Remember that store managers perceive a new supplier as new problems. This is due to the past negative experience of contacts with unreliable suppliers, for example. Therefore, any new proposal is perceived by them with caution. Don't forget this: Selling a product has two parts: first you have to "sell yourself" as a bona fide business partner, and only then do you focus on how to offer the product and sell it. If you look at the situation from this position too, then it will be easier for you to negotiate and find the right words.
2. When you go to the store to offer a product, focus on a slightly different goal: find out about the problems of your potential partners. Let me know that you plan to work in this market, but today you came to find out what problems the store faces when working with suppliers. Be attentive to the answers you receive and say that you will return when you can offer a solution to these problems.
3. Analyze this conversation: identify weaknesses in the work of competitors, create a service scheme for a point of sale that will exceed the offers of competing suppliers. Focus on how to effectively demonstrate this difference to store managers when you start offering the product.
4. Organize another negotiation, but again do not talk about your products, focus on how comfortable it will be for the buyer to work with your firm.
5. Receive your first purchase order. Let it be small - after all, this is a kind of check, but clearly state what the minimum order quantity should be in the future.

Remember: competitors will immediately notice the decline in sales that is associated with your entry into the market. The response of rivals may be, for example, an improvement in the quality of service. Your task is to return to the above steps from time to time and repeat them.

Important recommendation:go to the trading floor after the delivery has been made, find out if everything is fine. The fact that you care about your partner- this is an additional bonus that will play in favor of working with you.

How to offer a product on social networks

SMM, or marketing in in social networks, is now gaining momentum. There is not a single company that does not understand the importance of promotion in social networks. At the same time, not everyone knows how to offer goods here correctly and as productively as possible.

The statistics say the following: for example, specialists from GfK Ukraine analyzed what goods, where and how often Ukrainians purchase via the Internet. Here are the results: in 2016, more than 39% of Internet users bought goods or ordered services using social networks. And, let's say, in 2013, only 12% made purchases through social networks.

Most popular goods: clothes, accessories, gifts, shoes, cosmetics and perfumes. Most of the customers are, of course, women.

Such statistics once again emphasize that you can really sell on social networks.

But how to do it?

Everything is not so difficult, you just need to take into account important factors:

• the audience of your company coincides with the audience of the social network;
• there are no barriers to buying your product through a social network (no additional registrations, requests are processed slowly, etc.);
• you really develop your community: there is the right content, a sufficient number of participants, and you were able to reach the average or even high level involvement;
• users trust you (for example, thanks to high-quality work with feedback);
• you realize that online sales take time (minimum 3 months).

When you can put a plus next to each item, then you are really confidently moving in the right direction: you can safely offer your product.

1. Specify the current price.

Do not create unnecessary barriers on the way of the purchaser to purchase your product: let him see the price right away. Don't doubt that potential clients, for which the price you have named will not be suitable, in any case, they will refuse to purchase the goods.

1. Simplify the ordering process as much as possible.

It is necessary to offer goods in online stores in such a way that the client has the opportunity to buy the product he likes almost instantly, without unnecessary manipulations of going to the site, registrations, etc. The more difficult it is to place an order, the more likely it is that the buyer will change his mind. Your task is to make sure that the customer understands the scheme for purchasing goods, and this scheme should be simple.

1. Regularly update the assortment so that the buyer has the opportunity to choose.

Remember the female craving for shopping: hourly walking on shopping malls, the ability to choose, the understanding that one of these things will sooner or later become their property. The same principle should work in social networks: users should have a choice. These can be albums with goods, where you can see everything that is, compare, and then buy. Plus - the more assortment you offer, the more customers (and their needs) will be satisfied.

Remember about such a factor as the relevance of the product. Let you have an "In Stock" album, which will be regularly updated and replenished, do not forget to periodically offer goods from this album. Because often the refusal to purchase is provoked by the need for a long wait for the receipt of goods or its absence at all (despite the fact that it is presented in the album / on the site).

1. Follow the trends and beat them.

Trends are great way earn fast and a lot. Pay attention to what users are talking about on the Internet, what is happening around, what is interesting to people. Apply what you've learned to offer your product. Things that are in trend, as a rule, are more popular than the standard range.

1. Update community information regularly.

It is important for you to convey to your customers the fact that your products are updated all the time. However, you should not do it too zealously, otherwise there is a risk of a ban (in the news feed). Do this in moderation so that when a user needs something from what you sell, he immediately remembers you.

1. Respond promptly to comments.

Timely responses to comments increase the likelihood of a purchase. Slowness can lead to the fact that the buyer will go to competitors.

1. Don't neglect community management.

Community management is almost a key component in working with your community. It gives you the opportunity to build trust with users who can become your customers. Give public responses to negative comments, do not delete them and be able to admit your mistakes.

Remember the importance feedback and reviews: their presence will increase the loyalty of the audience, which in the future will be able to recommend your store to friends and acquaintances. But just do not falsify information, reviews must be honest and real, and fictional reviews will never play into your hands.

1. Let's advertise on interesting offers, discounts.

Draw your customers' attention to various interesting offers, promotions and discounts in advertising campaigns. Such messages increase the effectiveness of advertising, which leads to an increase in sales.

If you sell more expensive or additional products to customers, you will make more profit, and customers, in turn, will also be satisfied. A good seller or sales agent can increase the perceived value of a product that the buyer is already willing to purchase, as well as price it and increase it. net profit which is beneficial for both parties. Salespeople who make key mistakes every time they meet a customer miss out on many opportunities. The ability to sell a more expensive product or an additional product is of great importance, and you can learn this if you approach each transaction wisely, use various techniques and lay the foundation for further cooperation.

Steps

Part 1

You must know your product inside and out. The more you know about your products, the more you will be aware of how different products can make the product your customer buys more valuable and convenient. You will also know better how to recommend newer and improved product versions or alternatives. People want to buy from someone who knows more about products than they do. Your goal as a salesperson is to make the person understand how they can easily improve the product they want, and to do this you need to know everything about it. Prepare carefully at home to sell more expensive goods.

• If you work in a bookstore in the big fantasy section, to achieve high sales you should read the cult books in this genre. If you convince the buyer that Gandalf is the best character in Goblet of Fire, you are unlikely to be a convincing fantasy bookseller.

1. Read your customer. A good seller will be able to quickly find the right book for the buyer and adjust their sales methods to a particular person. It doesn't matter if you work in a wholesale or retail- The seller must provide the buyer exactly what he wants.

   Establish the first contact with the buyer. Talk to him by establishing friendly contact, greeting him and showing your willingness to help and answer questions. Find out what the buyer wants and use that desire to start the sales process.

   • If a bookstore visitor is looking through The Chronicles of Narnia with interest, start the conversation by praising their taste: “Great series! What have you already read? Listen to the visitor and strike up a friendly conversation with him, if the buyer does not mind. Bring other series that he might be interested in, such as The Spiderwick Chronicles or The Lord of the Rings.

2. You need to understand when it's best not to force yourself on a client. Most often, people complain about sellers when they immediately try to sell them an expensive product. It is one thing behind the counter in a friendly way to offer other products related to the product (Lord of the Rings, bookmarks, etc.), and another thing is to immediately try to impose elite expensive things on the buyer, not paying attention to his interests.

   Let the client decide what he can afford. You should not voice the cost of the product until the visitor is convinced that he needs this product. Choose the item that best suits the client's desire and let him decide whether the price is acceptable to him or not.

   • Likewise, many sellers are hesitant to make an offer to a buyer who is already carrying an armful of goods. They are afraid that the client, seeing the check, will faint. But that's not your problem anymore. Be honest and give the visitor the options that you think are most useful to him, and let him decide whether he needs something else or not.

   Part 2

   How and what else can be sold to the client

   1. Offer accessories to the client. The surest way to sell a visitor an additional product is to offer him products that are relevant to his purchase. If a visitor buys the first book of The Chronicles of Narnia, offer him the second as well: “When you finish it, believe me, you will immediately want to start the second. I can hardly wait!” You can also offer items that your client may need, such as bookmarks.

      • Think about what you would like to be a buyer. If you were buying a camera, you would like to buy a spare battery, a case, an additional memory card, a card reader to transfer images to your computer - that is, all the things that will ensure a full and comfortable use of the product.
      • IN wholesale trade try to learn as much as you can about the customer's business and the products that are relevant to their purchase. You have to give the visitor a huge choice and let him know that he can get everything he needs in one place - your store.

   2. Consider the properties of the product. All products are different, and when selling first-class products in particular, the customer should be told about the difference in properties, emphasizing the benefits of more expensive products. Even in the case of books, you can offer the client the entire series of The Chronicles of Narnia with detailed illustrations and maps in a beautiful box.

      • Choose practical goods for the buyer. A student, when buying a computer, most likely wants it to have a good video card, it can work for a long time, weigh little and have good conditions guarantees. An expensive desktop computer that this moment is a bestseller and has a huge amount of RAM, will not good option if the customer wants a laptop, even if you think the features of that computer are better.
      • In case of wholesale sales you can offer the buyer the goods in larger volumes, which will be more profitable for him. As a rule, large quantities of goods are sold at best price, so you can highlight the benefits of buying more products over a longer period, as opposed to making more frequent purchases at a lower price.

   3. Emphasize best quality expensive goods. What is the difference between a paperback book and a hardcover (three times the price) book? The content will not change from appearance. So what is the benefit of having a prettier, better quality version of the same product? Perhaps the product will have better properties, but quality goods, first of all, more prestigious. To sell quality is to sell durability, craftsmanship and style:

      • "This is a book you'll probably want to read over and over again. The soft cover frays quickly and the book can fall apart, which is why it's so cheap and the font is awkward - I would find it extremely difficult to read. I would choose this option. Lovely illustrations, yes and it will look better on the shelf."

   4. Make specific offers to the buyer and provide a wide choice. Products must be in at least three price categories so that the buyer can choose what suits him best. For its part, the client is likely to choose what he considers the most valuable and profitable. Without knowing the properties of the product, he will choose the cheapest product. If you characterize all the options well, you will at least give the buyer the opportunity to make a choice with more knowledge. So he can spend a little more in gratitude for the information you provided.

      • Emphasize features, not value. Present the item in the best possible light through its special characteristics, not the label on the price tag.

   5. Let the customer feel the item. If you are selling a product at retail, put it in the hands of the buyer. Let him feel it, examine it, and enjoy it while you talk about its properties and the benefits of an additional purchase. When you hold something in your hand, it is psychologically harder to leave the store empty-handed.

      • When selling phones, explain the different functions to the buyer clearly. Listen to his questions and help him see the difference between phones of different quality and friendly advise which is better. By providing a description of the product, you can convince the customer to buy it.

   Part 3

   How to get regular customers

   1. Pay attention to the buyer. One of the most enjoyable moments is not just when a customer returns to your store, but when he is looking for you. The best way to sell a lot of stuff is to do everything in your power to get repeat customers, no matter what you're selling. If your customer gets the attention they need, they are more likely to come back again and again to places where they are treated properly.

      • One of better ways to show the client your favor is, oddly enough, to provide him with more (but not the most) cheap goods. There is nothing more convincing than lowering your voice and saying, “I know I shouldn't be telling you this, but this brand has a huge markup. This product has the same properties and, as for me, it is in no way inferior in quality. I myself use it at home.

   2. Be prepared to hear objections. Buyers very often “on the machine” react negatively to the opportunity to spend more money. Before closing a deal, take the initiative to sell quickly before the customer changes their mind. If you sold the first part of The Lord of the Rings to the reader of The Chronicles of Narnia, invite him to go to the cashier while he continues to look through the books. Keep your items ready.

      Convince the client that he made the right choice. This is the most important part of this sales method. In the end, the main thing is to approve the purchase of your client so that it looks like he himself was thinking and making a decision. For example, say, “Great choice! I think you will really like it. Come back and share your experience!”

      • Give your client business card or contacts so that he can contact you directly. Or, at the very least, give him a company business card and write your name on the back of it. At best, you can get your regular customer.

   3. Be yourself. There is a common misconception that extroverts are more effective salespeople than introverts. Research shows that both are equally ineffective.