Active sales. Thomas Old Heuvelt - evil eye

Welcome to the city of Black Spring, which strictly keeps its secrets and lives by its own laws. One of the mysteries is an immortal witch roaming the streets, executed in the seventeenth century.

The brave souls managed to sew up the witch's mouth and eyes, but it didn't end there - it is known that her eyes can never be opened - or the consequences will be too terrible. The Black Spring curse lures people into its net who can no longer escape the witch's snare.

Nowadays, a team of Evil Eye volunteers is constantly monitoring the witch in order to prevent evil in time, but neither gadgets nor people can cope with witchcraft. A new round of history begins - a group of teenagers seeks to leave the city. They try to investigate the witch, break city taboos and provoke an outbreak of medieval obscurantism among the townspeople.

The situation is completely out of control...

For the first time in Russian!

Thomas Old Heuvelt
Evil eye

Dedicated to Jacques Post, my literary shaman

Part one. Today? #stoning

Chapter 1

Steve Grant turned the corner of the local supermarket and headed into the parking lot just as an antique Dutch organ ran over Katherine van Wyler. At first, Steve thought it was an optical illusion, because instead of flying away and falling, the woman merged with wooden curlicues, angel wings and chrome metal pipes. Only moments later did Steve realize that Marty Keller had put his car in reverse and was pushing a bulky tool against the trailer hitch. When Lucy Everett warned Marty about Katerina, he immediately put the brakes on. And Katerina, of course, did not make a single sound - moreover, Steve did not notice any traces of blood on the asphalt. But, of course, a fuss immediately began, and people began running from everywhere. Nothing surprising: when something happens in a small town, it cannot be any other way. However, for some reason no one rushed to help the injured Katerina - on the contrary, people tried to stay away from her and only watched what was happening...

Steve shrugged. Well, this is the local unwritten law, which every inhabitant of Black Spring learned by heart a long time ago. And it said the following: if you want to live without problems, never meddle in Katerina’s affairs.

- Don't come close! – Marty suddenly screamed.

He put out his hand and blocked the path of some girl. She hobbled uncertainly to the scene, attracted by the spectacle of a colossal musical instrument.

Steve saw a pair of dirty feet under the carcass of the organ and the soiled hem of Katerina’s dress and calmed down. There was no trace of tragedy here; another trick was evident. Steve smiled, and a second later the loud chords of Strauss's "Radetzky March" echoed across the parking lot.

Steve slowed down, tired, but quite pleased with himself, because he was almost done with his usual route - fifteen miles along the edge of Bear Mountain Forest Park to Fort Montgomery, and then along the Hudson all the way to West Point Academy, which locals usually called just the Point. Steve was just returning home - jogging through the forest, over the hills. He felt great, and not just because physical activity was the perfect way to relieve tension after a full day of teaching at New York Medical College in Valhalla. Probably the reason for his excellent mood was the wonderful autumn breeze that blew from the Hudson and gave Steve an ephemeral feeling of freedom. Cool air filled Steve's lungs and seemed to take with it not only the smell of sweat, but at the same time all his worries, dispelling them somewhere in the west. The psychological effect, naturally, also played a role. The air in Black Spring was fine, at least from a chemical standpoint.

Meanwhile the show continued. The Ruby Ribs cook, attracted by the music, forgot about his grill and ran out of the restaurant. Joining the crowd of onlookers, he stared suspiciously at the organ.

Steve wiped his damp forehead with the back of his hand and realized what was happening. Yes, that’s right – the elegant lacquered side wall of the organ turned out to be a door, and it was wide open. Steve couldn't help but smile. The organ was hollow. Dummy - right up to the very axles of the wheels!

And Katerina was already in the darkened hangar and did not move.

Lucy quickly slammed the door behind Katerina - and the organ again became an ancient musical instrument, and not a huge jukebox.

But I must say that “Radetzky’s March” really pleased the ears!

“So Mulder and Scully got into the treasury again?” – Steve asked, catching his breath and putting his hands on his hips.

Marty walked up to him and grinned.

Marty shook his head and was silent.

- Excellent fake. Replica of an organ from the Holland Museum in Peekskill. It turned out pretty good, right? And inside there’s a regular trailer,” Marty explained.

Steve took a closer look at the organ and appreciated the effort. It turned out that the exterior decoration was a mishmash of sugary porcelain figurines and carelessly smeared parts - by the way, very poorly painted. And the pipes, of course, are not chrome-plated: ordinary PVC, smeared with silver. And even the “Radetzky March” is not real: an illusion, without the quiet clicking and whistling of valves, without the perforated sheets lying on top of each other, which one would expect from a rare instrument.

It seems that Marty guessed his thoughts.

– An iPod and a speaker with a huge hollow – that’s all that’s required! But if you choose the wrong playlist, you'll have to listen to heavy metal!

– And Grim is our local genius! – Steve laughed. - He came up with this, right?

-Who else, buddy?

- But if Katerina decides to walk next to the organ, no one will pay attention to her, right? Grim figures out what's what!

“You can’t drink away your skill,” Marty answered philosophically.

“It will be useful for public events,” Lucy interrupted him. – An indispensable thing for fairs and festivals, when hundreds of Aliens come to Black Spring.

“Good luck, guys,” Steve said and chuckled, ready to run on. “Maybe you’ll even make some money with your contraption.”

He took his time the last mile, straight down Deep Hollow Road.

Soon Steve completely forgot about the woman hiding in the womb of the organ. But the “Radetzky March” sounded in his head for a long time in time with his steps...

After taking a shower, Steve went downstairs and saw Jocelyn. His wife was busy at the dinner table, and on her lips was the same easy smile that Steve had fallen in love with twenty-three years ago.

This smile would probably remain with Jocelyn for the rest of her days, despite the wrinkles and bags under her eyes (“forty-something bags,” as she called them).

- Okay, it's time to get your friends out of the house! It was my husband's turn.

To my daughter Alice

Selling is influencing the client’s worldview to create in his thoughts (head) and emotions (heart) the anticipation of satisfying needs in order to exchange the seller’s product for the client’s money, with the client receiving maximum benefit and maximum profit for the seller.

If you know how to do this perfectly, taking into account every point of this definition, you don’t have to read the book further.

Acknowledgments

First of all, I want to thank the reader! It was for him that this book was written. “Active Sales” appeared for the first time in the fall of 2001. How much time has passed, how much water has flown under the bridge... And the book “Active Sales”, at least, does not reduce its popularity! She is in the circle of many sellers, sales managers, and heads of sales departments. If we count all circulations and electronic copies, including pirated ones, then, according to my estimates, the book “Active Sales” was read, in whole or in parts, by more than a million people. I sincerely thank my readers! It is a great honor for me to be of service to you!

Secondly, I want to thank my clients, those companies that order training from us, those companies that trust us with the development of their staff. Each training is an event and a co-existence. Each training is a joy to work together with the participants to achieve results! Our clients are our pride. Thank you for giving me such a privilege to work for you! I shake hands with every client. I am listing our clients for whom I have been fortunate enough to conduct corporate training. (The number of trainings conducted for a particular company is indicated in parentheses to emphasize how many times I bow in gratitude).

Banking and financial activities:

Alfa Bank (4), Investment Banking Group Nikoil (2), Baltinvestbank (1), UKPSB (3), Uralsib (2), Sberbank (3), Inpas "(2), "St. Petersburg Mortgage Agency" (1), "Belgazprombank" (1).

Personnel selection, personnel consulting, personnel training:

“ANKOR” (7), “100 Regions” (1), Personnel Association “Metropolis” (1), CSTI Progress” (2), “Penny Lane” (1).

Information technology and telecommunications:

"Microsoft" (70), "Mont" (36), "Adobe" (2), "Autodesk" (1), "Lanit" (8), "Treolan" (1), "Kaspersky Lab" (2), "MacAfee" (1), "Intel" (1), "EMC" (2), "Intalev" (2), "Motorola" (2), "Siemens" (1), "Columbus" (3), " Trinity" (1), "CSOFT" (1), "ASVT" (1), "Mastertel" (1), "AND PROJECT" (3), "Business Micro" (1), "Telecommunication Center" (8 ), North-West Telecom (7), Petersburg Telephone Network (3), Document-A (2), Advance North-West (3), Nienschanz (3), Speech Center technologies" (1), "VSS" (1), "PRO-INVEST" (2), "Sapfire Group" (4), "Artix-2000" (1), "Megafon" (1), "Skylink" (1), Molinos (1), General Satellite (2), Terrasoft (1), Quantum, Prostor Telecom (2), Gandalf (1), Er-Telecom ( 1), “Dars-Telecom” (1), “Crystal-Service” (1).

"Alcazar" (NTV, TNT) (5), TV channel "Russia" (Media International) (2), TV channel "TV3" (10), radio "Record" (2), TV channel "OTV" (1), TV channel " MTV" (1), "X-project" (1), "Medianet" (2), "Molinos" (1), "Traffic" (2), "Eliza Russia" (1).

Newspapers, magazines, directories:

newspaper "ExtraBalt" (2), newspaper "Business Petersburg" (5), newspaper "Business Panorama" (2), newspaper "MK in St. Petersburg" (1), directory "Yellow Pages" (5), magazine "SPb DOG RU" "(2), "the CHIEF" magazine (1), "Perestroika" magazine (1), "Partner Information Agency" (1), "Women's Petersburg" magazine (3), "Price" (1), Publishing house “Astok” (1), Publishing house “Prian” (1), magazine “Improvement” (1).

Cinemas:

"Kronverk Cinema" (1).

Construction companies and real estate agencies:

"Pioneer" (3), "Ithaca" (3), "Petersburg Real Estate" (4), "Central Real Estate Agency" (1), "VMB-Trust" (1), "LenSpetsSMU" (1), "Stroy- Installation" (2), "LEK" (1), "Sinteko-Stroy" (1), "Sibakademstroy-real estate" (1), "Inkom" (2), "Advex" (2), "LSR Stroygrad" ( 1) “Bekar” (5), “World of Real Estate” (1), “Dars-development” (1), “Risan” (1), “Lenstroytrest” (1).

Construction materials – production and supply, home alarms:

"Scanmix SPb" (LSR group of companies) (1), "Pobeda - LSR" (2), "Polyplastic" (2), "Monolith" (2), "Uyut" (4), "Ladny Dom" (2) , "SV-Stroy" (1), "SZNK" (1), "GrandProjectStroy" (1), "Kaleo" (1), "Eltis" (1), "TechnoNIKOL" (2), Group of Companies "Master" (1).

Medical equipment and components, medical supplies:

"Delrus" (8), "Medtechnika" (1), "Alkor-Bio" (1), "B. Brown" (1), "Nienschanz" (1).

Production and sale of air conditioners:

“Air Conditioner Service” (3), “SovPlym” (St. Petersburg) (4), “Bureau of Technology” (1).

Production and sale of metal products, metal structures, windows, tools:

"Chelyabinsk Metal Structures Plant" (1), "Astron" (1), "GrandProjectStroy" (1), "Metal Structures Plant" (2), "Sanesta-Metal" (2), "UPTK-65" (1), " Wurth North-West" (1), "Panorama" (1), "Steklov" (1), "Proma" (1), "Funke Group" (1), "Steel Industry Company" (2), "Eurometal" ( 1), "Windows of Growth" (1), "Adamant" (1), "RosMetProduct" (1).

Office equipment, packaging:

“R-Print” (1), “Unit copier” (2), “Hand” (1).

Engineering and other plumbing:

“Aqualink” (4), “GSK” (9), “Onninen” (3), “Magline” (3), “BAS-COMFORT” (1), “Santehkom-Region” (1).

Furniture and furniture fittings:

"Assmann buromobel" (4), "REGAL" (1), TD "Server" (1).

Industrial equipment, mechanical engineering, industrial packaging, engineering systems:

“Power Machines” (2), “Specta” (1), “Baltenergo Fund” (1), “ADD engineering” (1), “RIM Financial Holding” (3), “ASS” (1), “ OctoPrint Service (1), Teplokom (3), Nord Company (1), Industry-Service (1), Spirax-Sarco (1), Technograde (construction equipment HYUNDAI) (1), “Ar-cardboard” (1), “Drive technology” (1), “Protechnologies” (1), “Fan” (1).

Food equipment, industrial food additives:

"Novosibirskprodmash" (device "Pegasus") (1), "Nesse" (1).

Chemical activity:

"ETS" (2), "Vecton" (2), "Polykhim" (1), "Metokhim" (1).

Fast moving food products:

“Moncasa” (6), “Mikoyan”, “Balt M Com”, (2), “Waters of Borjomi” (2), “Mitland” (3), “Coca-Cola HBC Eurasia” (3), “Podravka” (1), C-Pro group, Bystrov (5), industrial group PETROSOYUZ (2), NIDAN-FOODS (2), JFC (1), Kronstadt meat processing plant (1), Aquastar "(2), industrial group "TROYARD" (5), "EST" (2), "Bread House" (10), "Russian Standard" (2), "DIAGEO" (1), "Murmansk Meat Processing Plant" ( 3), "C-Project" (2), "Hamoneria" (1), group of companies "MORO" (2), "Golden Age" (1), "Karavay" (1), brewing company "Vityaz" (1 ), "Talosto" (1), "Heineken" (1), "Gazrezerv" (1), "SNK" (2), "Ruzskaya confectionery factory" (4), MBKK "Kolomenskoye" (1), "Pit product "(1), "Fest Federation" (1).

Lighting equipment, electronics:

"PEK" (3), "Svetoservis", "Lighting Engineering" (1), "Marbel" (2), "KSK" (1), "Yuga-Electro" (1). “Minimax” (2), “Vertek” (1), “Spectrum Electro” (1), “Electric Network” (1),

Fast-moving non-grocery products:

“Gross” (2), “Vigo-L” (2), “Starless” (1), “St. Petersburg Office” (2).

Pharmaceutical products, dietary supplements:

RIA "PANDA" (1), "Option" (2), "Quatrain" (1).

Publishers:

publishing house "Piter" (3), company SZKO (publishing house "Eksmo") (2), publishing house "ROSMEN" (1).

Salons:

“Hello” (2), “Stealth” (2), “Craft” (1) “Soft Life” (“Unital”) (1), “APIT-Premier” (5), “RIGONDA” (2), network stores "GALANT" (3), "HOUSE OF SHOES" (1), "Di Jeans" (1), chain of stores "Moidodyr" (4), chain of stores "Titanic" (3), "Best Ceramics" (5), "Soyuzstroytrest" (1), salon "WILLIAMS DESIGN" (2), chain of stores "Star League" (2), chain of stores "Iskrasoft" (6), company "Akvaart" (1), chain of flower salons "Flower City" (1).

Networks:

“Crossroads” (2), “O’KEY” (2), “Abbath Trading House” (“Ruble Boom”) (1), “Major League” (1).

Legal services, certification services, auditors, accounting services, consulting companies, legal systems:

“Platonov and Partners” (1), “Nevsky 88” (4), “Politest” (2), “National Chamber of Financial Consultants and Auditors” (1), “Chto Delat Consult” (1), “Professional Legal Systems” (1).

Stone processing, precious metals:

“Nancy” (2), “Jewelers of the Northern Capital” (1), “Jewelry Mosaic” (1).

Travel agencies:

"EF-IT" (ATM Group of companies) (2), "Rigonda-Tour" (1), "Intour SPb" (2), "Tour-Factor" (1).

Hotels:

Grand Hotel Europe (8), Novotel (1), Hilton (1), Marriot Moscow Grand (1), Holiday Inn (1).

Catering and event organization:

“Northern Capital” (4), “Kofft” (1).

Insurance companies:

"Alliance" (1), "Reso-garantia" (3), "Zurich" (2).

Car dealerships, spare parts, alarms:

"Rolf" (1), "Kia Sandol" (1), "NBS-motor" (1), "Volkswagen Pulkovo Center" (1), "UltraStar" ("StarLine") (1), Trade and Industrial Group " Pride (1), Toyota Center Nevsky (2), Emerald group of companies (Porsche, BMW, Ford) (2).

Production and sale of consumer goods, leather goods, gifts, tableware, shoe polishes:

"Salamander" (1), "Arhang" (6), "Armando" (2), "Constellation of Beauty" (1), "Lamira" (2).

Production and sale of workwear:

“Vostok-Service” (4), “Heklya” (2), “Texttime” (2).

Postal delivery:

"TNT Express Worldwide" (3).

Pulp and paper industry:

"Svetogorsk" (3).

Network companies and direct sales:

"Zepter" (1), "Selecta" (2), "Roossa" (2).

Energy:

"NG-Energo" (1), "Institute of Energy Systems" (2), "Energo-Front" (2).

Transport, logistics companies, customs services:

"Eurosib" (5), "Grossko Logistic", "RusTransConsult - Eastern Path" (1), "Arivist" (8), "Business Lines" (1).

Marketing agencies:

TNS Gallup Media (1).

Shop equipment:

“Samsung cash registers” (1).

Dental clinics, medical institutions:

"Raiden" (2).

I sincerely thank my business partner Marina Pavlovskaya, with whom over the 13 years of RECONT we have discussed so much and implemented so much (and not implemented - even more!) that I want to exclaim: “If only I could do this 10 more times!” You know yourself, Marina, you and I are inseparable!

Thanks Teachers!

Thanks Friends!

Thanks Family!

And thank the Lord God for the very opportunity to create and act! After all, “thank you” means “God bless!”

Preface

This is the first book on sales. This is the base. This is the basis. This is alpha.

It is followed by:

“Active sales 3.2. Technologies";

“Active sales 3.3. Manipulation and influence”;

“Active sales 3.4. Negotiation strategies." The book has already been published (I know that at first glance it is not logical, but you can already read it). These are mu and nude.

“Active sales 3.5. Big sales."

This is my idea!

Plus two books on management:

“Management technologies. About rules, success and leaders";

“Leadership Technologies. About Gods, Heroes and Leaders." Also published and open for reading. This is omega.

Instructions for manipulating this book

Just don’t act like you’ve already answered the main question of your destiny and are now checking whether this book corresponds to your answer. Just read. And you will still have time to appreciate it after reading it. This is my request to you, dear reader.

Moreover, each of us was taught in childhood that writing in a book is not good. Forget it. In this book - write GOOD. You can do this with a ballpoint, gel or fountain pen, even a felt-tip pen. Highlight what you like, cross out what doesn't suit you. Make as many notes as possible in the margins and footers. When you read it, you can fold the corners instead of using bookmarks. I allow you to do all this as the author of a book who has put part of his soul into it. Honestly, I invested it! Manipulate this book as much and as variedly as possible. If you think that some information is so important to you that it should always be in front of your eyes, you can tear out the page with this topic and pin it on a button in front of your desktop. No problem.

This book is to increase your sales. Everything else is secondary.

But if you want to remain well-mannered in relation to the book within the framework of the norms instilled in us from childhood, I do not think that you will do wrong, do as you see fit.

In the book I sometimes allow myself to joke. The extent to which my humor is frontal and my irony is refined is for you, the reader, and the literary editor who edits the text to judge. In any case, I have deliberately put my jokes in parentheses so that you can, at your discretion, read or not read them to your heart's content (if the literary editor left them). It seems to me that it is better to talk about serious things, allowing yourself to smile, than to talk about stupid things in all seriousness.

Square brackets contain serious information. When I myself could not decide whether my remark was a joke or not, I enclosed it in a round bracket on one side and in a square bracket on the other.

And one more note about the proper names of companies and trademarks used in the book. Of course, we can officially declare that all coincidences are random! I declare so! However, some names are fictitious, some... And this applies not only to names...

Well?

LET'S GO!!!

First chapter. Sales cycle

It all starts with how well you are prepared to sell. Yes, yes, exactly ready. Frank Bettger, a prominent insurance salesman of the first half of the 20th century, described an occasion when he was preparing for an important meeting. He prepared the questions that were necessary to ask the client in order to press exactly those “buttons” that would make a person think about the importance of insurance. Frank compiled a list of more than ten questions and rehearsed them carefully. He thought about questions late the night before the meeting, he thought about these questions as he drove to the client. Bettger asked only part of the questions, and this brought him an order for $250,000, an order that covered the entire year's plan. What's the matter?

The answer is both simple and complex at the same time. It's a matter of preparation. The success of our sales largely depends on how we develop our action plan. At one time, some members of one Olympic sprint team had one difficulty. It is very important for a sprinter to be able to quickly react to the starting shot. A quick start is 50% of success in a short-distance race... The only way to increase speed, so to speak, “lift yourself out of the swamp by your hair,” is to speed up the start. The team's sports psychologist suggested training ideomotor training. Ideomotor training means that you imagine in detail how you perform this or that action. Moreover, it is necessary to imagine using all your attention and all your will. (I hope you have the latter, but if you don’t, you can safely close the book and, depending on the time of year, go to the beach, to the forest for a picnic, play snowballs with a friend, or admire the first leaves.) With ideomotor training, you are in in the smallest detail, you scroll through in your head the action that you would like to improve, and you scroll through it in real time, without trying to implausibly speed up any moments. What's the point of watching a movie in rewind mode? From such a regime you can get only one pleasure - the joy of the absurd, the pleasure of the comic, which is also important, but not now and not here. Such training, if we are talking about sports, encourages our muscles to move at the micro level, to make precisely those first movements on which a lot depends. By the way, the athletes of that Olympic team significantly improved their starting results.

If you prepare, work through each of your moves in contact with the client, think through several options for responding to possible objections, such as those that we hear a hundred times a day: “I need to think,” “We don’t need anything,” “We are all satisfied” - if you have developed a clear scenario of behavior, and variable, diverse behavior - you will receive an order (and then, to celebrate, you can go and drink the percentage of the first such order in any nightclub, you have the right to this, because you are a champion , just don’t overdo it, and if you overdo it, don’t forget to take a couple of aspirin tablets in the evening when you’re very drunk).

Preparation is carried out throughout the sales cycle. Each block of the sales cycle is considered, taking into account and emphasizing those stages that, according to your forecast, may be the most difficult. In principle, this entire book is preparation. I know for sure that if you do as it is said here, your sales will increase, and if you behave in negotiations in a different way, but taking into account what is written here, your sales will increase much more.

So, the sales cycle.

Each sale can be viewed from a sales cycle perspective. The sales cycle is the pattern, the algorithm by which we sell everything, whether it surprises you or not, whether you know it or not. There are things that can exist even without anyone knowing about them. The sales cycle is just such a thing. (By the way, the author never ceases to think that the term “sales cycle” itself was invented by him.)

Sales cycle

1. It all starts with ideology, with a sales philosophy, from the internal concept that guides salespeople in sales. Such a concept may be completely conscious, it may be semi-conscious, or the owner of this concept may not understand that it is she who controls him, showing him what to do and what not to do, how to talk to the client and what goals to achieve. There are hard sales in which the main idea of ​​the seller is: “I<клиента>I'll do it." I watched how representatives of Canadian companies work (why exactly Canadian and not Indonesian is a mystery shrouded in darkness). An instructor teaching a beginner stands on the street and with a tenacious gaze looks out for his “victim,” turns to his student and says: “Look, you see, there’s a girl walking there, now I’ll do her.” 5 minutes later, a girl who didn’t even expect to consider anything, much less buy anything, comes with a new product - a stupid bottle of cheap perfume that she will never need.

Another, directly opposite ideology says: “You don’t need to sell anything to your customers, forget about it, you need to create a loyal client,” a client who will be happy to communicate with the seller, learn about all the advantages of the product and, perhaps, purchase, and perhaps leave. A departed client can come back in a day, a month, a year, he can recommend you to his acquaintances and friends. The company's income from this will be much greater than with an approach that obliges sellers to sell to everyone who has applied or has been approached.

There are other ideologies. One way or another, our attitudes largely determine our behavior. Sales ideology is those attitudes that guide the seller, his every word and movement.

2. The next stage is searching for clients and “cold contacts” by phone. For some types of sales, this stage is not of great importance, for example, for store sellers; for other areas it is central to development. Many companies are constantly looking for new clients. And here the matter is not limited to advertising. The activity of the seller largely ensures the company's income, especially at the stage of its development. By searching for clients, we mean a series of special measures aimed at identifying from the entire world of information that bombards us every day, from all those countless directories and databases, those companies that you really need to call, that you really need to spend your energy on . This stage of the sales cycle is at the intersection of marketing and intuition. Here it is important to correctly determine who the target segment is and how to position the product for them.

What are “cold contacts”? At this stage we make the first acquaintance with the client. For many, this is the most difficult moment in sales. Sometimes you are amazed at how literally panic-stricken people who are not involved in sales talk about this stage. Unemployed people looking for work are most afraid of offers related to calling “cold” clients. Why "cold"? Yes, because the client is not ready, he is really indifferent and cold to what is offered to him. Just think about it, just a few seconds ago he wasn’t even thinking about new software, and suddenly a cheerful voice on the phone invites him to meet to discuss the possibility of purchasing. Yes, if such a joke is appropriate, it will really send a chill through your whole body. Establishing contact is carried out by all available means of direct marketing: telephone contacts, mailing lists, email distribution, the use of social networks and professional online communities.

How to get through the secretaries, how to capture the attention of the decision-maker on the other side of the telephone wire, how to create his interest in the conversation and the desire to meet?

What should a letter be like so that the person who receives it wants to, firstly, read it, secondly, take note of it and, thirdly, respond to it?

How to prepare a client for a personal meeting? After all, it is through personal contact that the maximum result can be achieved. It is worth noting that the concept of teleconferencing in the United States has failed precisely because even a television image, let alone a simple telephone conversation, lacks one thing - personal contact.

3. Establishing contact in a personal meeting. Let me make a pun - personal contact is never superfluous. Personal contact has three components: the first nonverbal impression when meeting a client, effectively verbally opening the meeting, and ensuring a positive attitude towards the client. One way or another, everything influences the first impression: compliance with the ethics of negotiations, appearance, compliance with the standards and expectations of the client, our gestures, facial expressions, movements, maintaining a comfortable psychological distance, the characteristics of our voice, its volume, tempo, timbre, small-talk, skillful compliments. Ensuring an effective conversation starter - a verbal, verbal approach to the client in wholesale and corporate sales. Ensuring a positive attitude of the client – ​​maintaining him in a positive emotional state and creating the client’s readiness to constantly continue negotiations.

4. Customer orientation, which, in its own words, is divided into:

ability to ask questions;

active listening;

client type scanning.

The client's needs, concerns, desires, and powers can be identified by observing nonverbal manifestations, using active listening techniques, and questioning techniques. Customer orientation is an understanding of what the person sitting in front of you really wants, what words will attract his attention, what arguments most strongly influence the client. What is the client most afraid of and perhaps why?

5. Offer.

Let us highlight three main blocks of this stage of sales: positioning, influencing technologies, and presentation.

Positioning of goods/services/company. You understand the client's true needs. It would seem that it is time to talk about what you have in the light of the client's desires. But that was not the case. What about positioning? What about understanding how your company stands out in the client’s mind from its competitors? This understanding is positioning. The correct presentation of competitive and differentiating advantages is the key to a correct presentation.

Argumentation, persuasion and other ways of exerting influence. Here we focus on the rules of argumentation and influencing the client. Perhaps here you will get truly miraculous recipes for persuasion. We can often read in books and all kinds of manuals that the authors do not promise miracles. I say the opposite: using persuasion techniques correctly and at the right time, a salesperson can work miracles.

Ability to make a presentation. Let me immediately emphasize that by presentation here we mean any story told to the client. In order to hold a presentation, it is not necessary to rent a luxurious hall and invite 500 people to it. Your client asks you on the phone about a new product. Your answer is a presentation. You are sitting at a conference table in a potential client's office and talking about your company. Your story is a presentation. We will focus on the 5 Cs of presentation: content, structure, style, support, situations. Have you ever thought about how many presentations fail because of some little things? And how much is due to basic ignorance of the basics? And how much is due to the lack of subtle presentation techniques? I’ll answer for you myself – just the sea!

It happens that the seller knows his product very well, skillfully masters presentation techniques, but fails the deal only because he begins his presentation, bypassing the main part of preparation for the presentation - structuring. And this is exactly what you need to start preparing for a presentation – structuring the presentation. Other “Cs” - content, style, support, situations - the 5 “Cs” of presentation - all this contributes to the maximum impact on the negotiating partner and all of this can be trained. Millions of presentations take place around the world every day. Have you ever thought why some people manage to achieve success, recognition, and new orders at a presentation, while for others the presentation is just another failed attempt?

6. Client's objections.

The client is distinguished by one feature - he objects very often. He objects in every possible way. The client says: “I’m not interested in this,” “I work with another company,” “We don’t need this,” “We have internal resources for this.” The objections are simply countless. Experience shows that the average transaction with professional salespeople is completed after processing the fifth or sixth objection. Experience also shows that an unprofessional or insecure seller gives up and refuses contact, even after the first objection from the client. The whole question is the ability to remove objections and overcome obstacles. It's like hurdling. If we train to overcome barriers, then overcoming itself will be transformed in our perception from an annoying obstacle into an exciting competition, where the prize is your success.

7. Price negotiations.

Some customers think your price is too high, the same customers think the price of another product or service is low and this makes them suspicious of quality and branding. I think you are constantly faced with the client's desire to reduce the price in negotiations to the minimum level. Sometimes the client does the impossible: he achieves a reduction so much that the relationship with him turns out to be unprofitable from a business point of view. What to do? How to justify the price of your products, how to communicate the cost so that it is perceived as an objective characteristic of the product, and not as a desire to get into the client’s pocket? It is sometimes quite difficult for people to talk about money. It’s not for nothing that Freud (good old grandfather Freud) once said that there are two topics that people talk about with the greatest hypocrisy - sex and money. Yes, yes, talking to a client about price is like talking to a girl about sex. Some people do it great, while others are destined for the fate of being an eternal loser and an envious person. We will try to correct this situation as much as our abilities allow.

8. Completion of the transaction.

On my way, I met great sellers in terms of presentation and handling objections, but there was one “but” that devalued all their work. They experienced great difficulty in concluding negotiations. Everything is going fine, the client is lively discussing the product or service, he even understands his own benefit, but... he does not make a decision. Completing a transaction is actively encouraging the client to make a decision using special techniques. What is necessary for me at this moment: for you to make a decision whether to continue reading this book further, or to put it aside and forget about it, as if it never happened.

Did you answer?

And now?

9. Working with unplanned receivables.

The client has two questions in his head that so much “disturb the seller’s life.” The first question is how much to pay? We talked a little about this in the Price Negotiations section. The second question is when to pay? If the dear reader is a seller of a retail store, then the second question is replaced by a third, pleasant and soul-warming one - where to pay? If the reader works with corporate clients, that is, with section managers in stores [you sell wholesale juices, maybe perfumes and cosmetics, maybe English porcelain] or with company officials [you sell information systems, for example, system integrators] , then I’m sure you constantly have to deal with the client’s desire to receive a deferred payment or even take the goods for sale. And here a lot depends on the financial policy of your company, your home company, which pays you a salary, hopefully a rather large one.

One way or another, you have to either justify prepayment or payment upon delivery, or work with the client’s unplanned debt. Who likes to repay debts? Someone said: “When you borrow, you take someone else’s for a while, and when you repay a debt, you give back what is yours forever.” But if you personally know a person who loves to repay debts, let me know about him, I will be happy to give him the opportunity to demonstrate a phenomenal property - the love of repaying debts.

10. Client support and relationship maintenance.

According to marketing titan Peter Doyle, “Attracting a new customer costs a firm 3-5 times more than retaining an existing one. These types of costs are associated with conducting marketing research, organizing advertising, selling and negotiating with potential clients.” The numbers are impressive, you must agree! The fact is that there is a certain part of sellers who are so passionate about the sales process that after completing a transaction and receiving money, they literally forget the indisputable fact that a client who has used the services of your company once can use them again, then again, and then many more times. And for this there is no need to spend a huge amount of time, money and energy on search and persuasion. All you need to do is create a feeling of your constant attention in the client. Simply said is difficult to do.

Change starts now. Change cannot start tomorrow. If you want to change something in your life, start right now, at this second. And then everything will work out!

Where are we going and what are we looking for in this life? Who will answer this question? Everyone answers it themselves. Yes, with the help of someone or something, but only with help, because you have to decide for yourself.

Will you take something from the book Active sales and how much you take depends on you. I will try as hard as I can, and, despite the fact that this book is essentially a commercial project, I will give it my strength and will, mind and feelings.

Change starts now. If your belly is growing, start working your abs right now. You will say: “This is impossible, I’m on the subway or sitting at work.” These are all excuses for not doing something. After all, in addition to dynamic exercises, there are static ones. Tighten your stomach and hold it in this position for 3 minutes, after an hour - another 3 minutes... The secret is simple.

The secret is that change starts now. If you cannot cope with any of the client’s objections, find a mirror right now and rehearse two or three answer options in front of it. If you don't like it, rehearse it again.

What would you like to change in your life? Answer this question now and take action. Do you want to be more relaxed in your personal relationships? For God's sake! Come to to a stranger and strike up a conversation with him. Don't know how? Find a reason! Or do you want someone to get to know him for you?

Change starts now. Do you want to take a tough stance in negotiations and not give endless discounts to customers? Right now, prepare two or three phrases that characterize your position in relation to the price, and realize your intentions in the very first negotiations.

What am I saying that is new or difficult? Everything is simple and as old as this world. You just have to tell yourself: “Changes begin now.” And if you don’t want to change anything, then why did you pick up this book? I will say more: a person who does not want to change anything in his life is dreaming.
Life is so cool and there is so much around! How much is inside of us? More than around!!!

Change something inside, and the world around you will change with you. Although, I agree, it doesn’t always work out quickly. Creativity and will are the motto of this book. Be persistent in achieving your goals and try to apply more and more new ways and methods.

So, creativity and will. Changes start now!!!

I understand perfectly well that sales is just a game. Yes, yes, a game, and nothing more. (There are real things, and there are very few of them - for example, love, God, children, friends, parents. But that’s not about that now).

If we live in the world and don’t go to a monastery, then why not breathe deeply? It's really stupid to be afraid.

Rysev N. Yu.

Active sales

UDC 339.138

Rysev N. Yu.

P95 Active sales. 2nd ed. - St. Petersburg: Peter, 2009. -416 p.: ill.

© Peter Press LLC, 2009

All rights reserved. No part of this book may be reproduced in any form without the written permission of the copyright holders.

ISBN 973-5-469-01294-8

Peter Press LLC, St. Petersburg, Petergofskoye Shosse, 73, lit. A29. Signed for printing. 28.10 2008 Format 60x90/16. Conditional p.l. 5.04. Add. circulation 5000 copies.

Order No. 622.

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Key words and thoughts 9

Preface To new edition 12

Acknowledgments 15

Instructions for manipulating this book 19

Chapter 1. Sales Cycle 21

Stage 1. Ideology 24

Stage 2. Finding clients 26

Stage 3. Selecting a sales and negotiation strategy 26

Stage 4. “Cold” contacts 27

Stage 5. Beginning of personal contact 28

Stage 6. Preliminary proposal 28

Stage 7. Customer orientation 29

Ethane 8. Basic effective sentence 30

Stage 9. Overcoming objections 32

Stage 10. Bidding: negotiations on price and conditions 33

Stage 11. Completion of the transaction 33

Stage 12. After-sales service and support

client 34

Stage 13. Debt recovery 34

Stage 14. Dealing with final client refusals 35

Stage 15. Sales promotion 36

Chapter 2. Sales ideology 39

Chapter 3. Selection and implementation of strategy

negotiations and sales 47

Strategies for Asking Questions 50

Strategy 13 questions 50

Socrates' Strategy 66

Pressure strategy - 67

Plus-minus strategy 67

Minus-plus strategy 67

Crescendo 68 strategy

Diminuendo strategy 68

Decomposition strategy (step-by-step strategy) 68

Clipping strategy 69

Emotional Assurance Strategy 71

Direct Positive Suggestion Strategy 71

Intrigue Strategy 71

Exhaustion Strategy 72

Anti-confrontation strategy (psychological

martial arts) 73

Chapter 4. Cold selling 78

Overcoming the gatekeeper (secretary) 81

Conversation with the decision maker 85

Cold contacts in showrooms and shops 93

Chapter 5. Approach to the client.

Making a first impression 100

Factors contributing to the establishment of good

contact with client 103

Starting a Meeting Effectively 108

Chapter 6. Customer orientation 112

Technologies for constructing questions 112

Active Listening Techniques 122

Types of clients 137

Types of decision making 140

Working typologies 145

Chapter 7. Effective proposal to the client. 154

Argumentation and persuasion of the client 155

Effective and impactful presentation 184

Chapter 8. Dealing with client objections 204

Classification of objections 206

The main essence of objection processing 212

General algorithm for processing objections 214

Client resistance 302

General rules for processing objections 312

Private methods of processing objections 314

Chapter 9. Negotiating Price 336

Rule 1: Never justify your price 340

Rule 2. Be sure of the price quoted 341

Rule 3: Use the Sandwich Method 341

Rule 4. Use the “I see - I think - I want” method 343

Rule 5: Talk about price range 345

Chapter 10. Return of accounts receivable 346

Link system 352

Chapter 11. Stimulating the client

to make a decision - completion of the transaction 362

Ways to complete a deal 365

Chapter 12: Exerting Influence