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Will the Moscow coach teach you bad things?
Why are sales techniques from Moscow trainers harmful for the Far Eastern market?
When I listen to individual metropolitan sales coaches - some come to us in the Far East and make real calls to the participants' clients during trainings - I sometimes think how the capital's business and ours live in different worlds. And how differently we need to form sales strategies.
Olga Zbarskayabusiness coach, social psychologist
Cold call sales. In my opinion, a former salesperson and current coach who works with salespeople is the most difficult, the most stressful, the most unpleasant and for a small business, sorry, the most stupid.
According to various statistics options, the average conversion of cold calls is from 2 to 10 percent.
For your information: cold calls are called calls to customers who have never interacted with your company and may not even know about its existence - but at the same time, due to the nature of their business (if we are talking about legal entities) or lifestyleand (for individuals) they may feel a need for your product (they may not - but we will not know for sure until we call).
According to the experience of Far Eastern companies, 10% conversion is some kind of fantastic figure that can be obtained only after the initial rejection of incorrect and outdated numbers and missed calls in the database. One participant in my training, a small business owner, said: "Wow, if I had at least 2-3% conversion in cold calls, I would be happy ..."
For your information: conversion is the ratio of the number of concluded transactions to the initial base of phone numbers, which was used to call.
In order to turn a cold call into a sale, a combination of a number of factors is required, and above all the highest communicative skill of the "ringer".
So - for such a specialist, the following are important: love of communication, the ability to get out of communicative dead ends, stress resistance, knowledge of scripts, the ability to build a spontaneous dialogue, self-confidence, assertiveness, even aggression, the ability to convince and manipulate. Have you forgotten anything? And, also understanding the benefits of the product that he sells.
For your information: We will agree to call the “bell ringer” the representative of the company who makes cold calls to the database.
And so the metropolitan coaches show just great assertiveness, when they have an argument and a provocative question for every reaction of the interlocutor, they do not allow the person to come to his senses, and he, sometimes not understanding how, turns out to be with a decision. In favor of the caller. Although 15 minutes ago I did not think about it at all (an example of such a dialogue can be seen, for example, here ).
Attractive for business, isn't it?
This applies not only to cold sales, but also to any other sales that can be described as tough (in the interpretation of Dan Kennedy), or assertive, or aggressive, or cunning - whatever you call it, the essence does not change. A person with a purchased product at some point realizes that he was “made”.
And guess how he behaves after that?
For your information: Dan Kennedy is the author of several "tough" books: "Tough Management", "Tough Sales", "Tough SMM" ...
1) Having made a decision emotionally under the pressure of the seller, he experiences a feeling of shame, irritation, disappointment - but justifies his purchase with a million rational arguments,
2) He will do his best to avoid this seller and a similar situation in the future when he can be "made" again.
That is, you sold this person only once. Everything. He probably won't buy any more. You will need new people to maintain and grow your sales.
And it will be more and more difficult to sell them to them, tk. many are already building up immunity or are opting for an avoidance strategy.
So why do Western coaches teach exactly this kind of sales: assertive, manipulative?
Only those for whom geography is not important, or for whom geography is wide enough and has a wide niche, can afford this. What is a wide niche is when there are a lot of customers who might need your product.
Now let's take a look at our region.
The entire Far Eastern Federal District - 8 million people (with Buryatia and Transbaikalia) - less than in Moscow alone. The two largest cities have a population of 600 thousand.
The niche for most businesses to whom cold sales can be "shown" is not wide, the number of potential customers will dry out very quickly. So, what is next?
So what to do?
When building a direct selling strategy, it is important to pay attention to two things:
1. Communicate not aggressively and assertively, but in a different way: persistently, confidently, and at the same time building a warm, high-quality, trusting, human contact. This often takes more time, which we think we don’t have. But believe me - there will be more losses if you build your sales on soulless objection evasion scripts.
2. Look for a way to "warm" sales: that is, sell not on cold contacts, but on warm and hot ones, well, maybe at room temperature.
And then sales move from a wide niche to a deep one. What is a deep niche? This is when one customer comes back to you again and again, makes regular repeat purchases from you - and also recommends you to his friends.
It is clear that a second purchase is always a consequence of the first purchase that satisfied the customer. To do this, your product must be good. We do not consider this issue here - we will imply that your product is initially really good, no matter what you sell.
But the hardest part is getting the customer to make their first purchase.
And then the question arises - how, if not assertiveness, to solve this issue? The answer here is both simple and complex - trust. This will be a separate article.