Sale (sale,selling) – a fact (event, transaction) of exchange of goods and (or) services for their monetary equivalent.
Sale– the process (management) of agreeing on the terms of exchanging a product for its cash equivalent, which involves the seller and buyer interested in the sale transaction.
In the process of sale Each of the participants has his own task and pursues his own goal, but what unites them is the subject of sale - a product or service in which both parties are interested in exchanging for money.
Purchase and sale– term civil law, denoting one of the most common types of contracts, according to which the seller undertakes to transfer the goods into the ownership of the buyer, and the buyer undertakes to accept this product and pay for it the price established and agreed upon within the framework of the purchase and sale agreement.
Active sale- a process that goes beyond the purchase and sale transaction and begins with analysis and identification of needs potential buyer, which involves searching for a client, convincing and motivating him to make a transaction with this particular seller and on the most favorable terms for the seller.
Pre-sale– a negotiation process that serves to develop common views on the terms of a future purchase and sale transaction. Initially, the interests of the parties are neither completely reconcilable nor completely irreconcilable, but the interests of the parties give impetus to the relationship. At the pre-sale stage, the ability to identify a need, identify the reasons for not agreeing with the proposed terms of sale, and the ability to persuade is required.
Sales stages (five stages of sales) – sequential steps as the parties approach the sale transaction. Stages of sales is a rather conventional term and transferred to marketing from the theory of psychology, which presupposes the passage of certain stages in establishing contact between people. In practice, some or all of the stages of sales may be absent, say, if the parties are clearly interested in exchanging goods for their cash equivalent. However, in theory, sales stages exist and are described as follows:
- establishing contact;
- identifying needs;
- argumentation and presentation of the product and terms of the transaction and argumentation in favor of completing the transaction on the proposed terms,
- response to objections;
- carrying out the sale (fixing the transaction).
Upsell (after-sales) – sale of goods accompanied by the sale of services, sale consumables and (or) sale of service, subsequent exchange, subsequent disposal of the sold product.
Cross selling– the sale of additional goods or services to the main product that are not directly related to the main product, but complement it or expand its capabilities. Often, cross-selling involves selling goods and services from other brands, in which case we speak of cross-marketing ( cross marketing).
Difficult sale– sale of complex, at first approximation, ambiguous goods and services for the buyer. It is assumed that complex sales are characteristic of the corporate sales segment, the b2b segment, and the luxury segment.
Complex sales include:
- sales of expensive goods and services,
- step sales - when the decision-making takes place in several stages with the involvement of various representatives of the buyer in the decision-making (collector of proposals; technical expert; financial expert: responsible person, decision maker, etc.);
- long-term sales, when a purchase and sale transaction, from preliminary sales to the actual sale, can take from six months to several years;
- sales with upsell;
- cross selling.
“Sales” can be looked at from 3 different approaches.
Sales from a manager's position is a communication skill.
Sales from a managerial position - this is the process of organizing work and ongoing control of managers.
Sales from the position of a business technologist is a process that can be described, systematized and increased in its effectiveness.
This section provides a classification of types and types of sales, the identification of which is based on the use of different sales technologies.
The task in terms of increasing sales volume is based on the use of sales tools and technologies that are characteristic of a certain type of sales.
“Simple” and “complex”, “long”, “complex”, “large”, “industrial”, “project” sales.
"Regional sales" .
“B2B sales and B2C sales” .
“Sales of goods, services and franchises”
"Two - clock sales."
“Conveyor”, “cascade” and “info-sales”.
"Boxed" sales.
"Active" and "passive" sales.
The allocation of this type of sales is based on who initiates the contact.
In the passive type of sales, the initiator of contact is the client.
With an active sales type, the initiator of the contact is the sales manager.
Both types of sales can be effective, but in the case of passive sales, the algorithm, i.e. the sequence of actions will be different.
The “info sales” model is based on the use of a passive sales model.
An example of diagnostics of a sales system for a passive sales model.
“Personal” and “impersonal” sales.
The identification of this type of sales is based on highlighting the role of the “person” in the sales process.
Impersonal sales are sales in which a person (individual) does not directly participate in the process of communication with the client. For example, online sales, self-service stores, vending machines, etc.
Personal selling is when I, as a person (individual), “communicate” with a client/customer (individual). This is the most “popular” type of sales replicated by training companies.
In this case, it's not about sales. individuals, but that in this type of sales maximum attention is paid to communication skills.
That is, with this approach, the task of increasing sales relates only to improving communication skills, and not to increasing the efficiency of sales procedures or technologies that are used in the commercial division.
Moreover, for a number of types of sales you need to know special algorithms for successful work manager, for example for regional or industrial market sales.
There are 5 main types of personal selling, which were described back in the 80s.
"Direct" and "indirect" sales.
The identification of this type of sales is based on the use of different algorithms for the actions of the sales manager, depending on the segmentation of clients.
Direct sales are sales aimed at direct (final) consumers of products, who themselves ultimately consume the product.
Indirect sales are sales through intermediaries who will subsequently sell our services/products further.
This division must be taken into account when solving the problem of increasing sales at the expense of the existing customer base. Moreover, the manager’s work algorithm will differ depending on the type of client base it works. This is reflected in the sales standards that are developed in such a case.
“Simple” and “complex”, “long”, “complex”, “large”, “industrial”, “project” sales.
"Complex"/"long"/"complex"/"large"/"industrial" sales is one type of sales that can go by many different names.
This type of sales is characterized by a certain set of characteristics.
· Long transaction cycle.
· Repeated meetings, contacts with “incomprehensible” results.
· Non-obvious decision-making cycle for the client.
· A large number of participants during the discussion of the transaction on the part of the client.
The very idea of identifying this type of sales belongs to N. Rackham, who examined the sales process not from the position of the manager’s actions, but from the position of the actions of the client who makes purchasing decisions.
The basis for distinguishing “simple” and “complex” sales as a separate type of sales is the principle of the “purchase decision cycle” for individuals and legal entities.
Regional sales.
We consider regional sales as a separate type of sales, which has its own technological features.
It is possible to distinguish between “wholesale” and “distributive” sales in regional sales.
When building a regional sales system or training regional managers, we introduce “regional distribution sales technologies.”
With the distributive type of sales, the “object” of sales changes in terms of sales standards.
Each of these types of sales provides its own algorithmic tasks that are aimed at increasing sales.
B2B sales and B2C sales.
The basis for distinguishing these types of sales is to decipher the abbreviations B2B and B2C.
B2B is business to business, that is, sales to legal entities or corporate clients.
B2C is a business for consumers, that is, sales to individuals.
The disadvantage of the term B2B is that it means completely different types and types of sales.
For example, sales of a food manufacturer.
a) Sales to stores directly - city sales department - direct sales.
b) Sales to wholesale companies - department wholesale sales- not direct sales.
c) Sales to regional wholesale companies - regional sales department - regional sales.
In the case when we need to solve issues of increasing sales, in this case we will have three independent tasks:
Increase sales in the city
Increase sales in your home region.
Increase sales in the regions.
When solving these problems, different algorithms should be used, since in these 3 cases they are used different types sales
Sale of goods, services, franchises.
The distinction of this type of sales lies in the specifics of the “subject” or “object” of sales. If a product is a materialized object, then a service is, first of all, not a material object of sale.
In the case of solving the problem of increasing sales of services, special sales technologies are used, which are more typical for this type of sales.
When selling services, it is necessary to take into account the difference between sales to individuals and legal entities. The difference is based on the specific behavior of clients and the ability to “influence” them.
Based on the experience of implementing projects to build franchise systems, we can distinguish the sale of a franchise as a separate type of sales. At the same time, it is characteristic that sales of a “cheap” franchise up to 250 rubles differ from the sale of an “expensive” franchise
The specificity of selling an “expensive” franchise is that the sales process begins long before the creation of the “franchise package” itself, which will subsequently be sold.
"Two-Stroke Sales"
They are common in IT sales markets, industrial markets, equipment sales, etc.
The peculiarity of these sales depends on how it is organized commercial service inside the company and how the actual business processes work in the company.
"Conveyor" and "cascade" sales
Such “sales” to a greater extent have nothing to do with the type or type of sales, but rather it is one of the approaches to the scheme of organizing the sales process. But often these terms are used in the sense of an independent type of sales.
This approach to the sales process is based on the same principle: organizing sales in such a way that the work of the sales department resembles an assembly line. Sometimes this approach is called universal and they try to consider it as the only “correct” one and having no alternatives, but this is far from the case.
The bottom line is that the sales process is divided into separate stages, which are performed by different specialists. For example, a call center operator calls clients and either makes an appointment or transfers a warm contact to a manager. He, in turn, begins to work with the client
Based on this approach, the so-called “lead generation” and “info-sales” appeared, which in Russia are largely used as a sales system via the Internet.
"Boxed" sales.
In the language of consultants, this means that there is a certain “ ready system sales”, which can be bought and “delivered”. If we draw an analogy, this is approximately exactly the same as if you were buying computer program, installed it on your computer. And... all problems would be solved.
The cost of such a product on the market is quite low, but what is really “inside” this “box” is not always clear. You can understand how effective it is when, 3 months after purchasing this product, you realize that additional costs are required to implement what was purchased or what was purchased was not what was needed.
Ultimately, this is a certain set of documents describing a “certain” sales system without reference to the specific situation in the company and its characteristics of its product market. Based on our experience and “analysis” of similar products, “boxed” products always require improvement and certain actions aimed at their implementation.
One could just as easily ask: “What is art, creativity, craftsmanship...?” The phrase “I work in music” is difficult to hear, but the phrase “I work in sales” sounds very familiar. Despite the fact that sales today are the object of increased attention of a huge number of people, many of us do not even want to think about what sales is and what it means to each of us.
Let me introduce you to the definition of sales from the point of view of specialists:
Sales is the volume of product sales over a certain amount of time.
It sounds a little dry, of course, but it expresses the essence very correctly. Probably, this could be the end of writing this article. A comprehensive answer to the question has been found, curiosity has been satisfied. But it's not that simple, friends.
When I thought of writing about what sales is, I first wanted to try to identify the injustice that reigns in our relationship with sales and understand who we are in this complex, interesting and exciting process.
It is difficult to imagine a musician who does not know the history of music, musical movements, and the names of great masters. Doesn't follow new names and events, what's happening in the music world. It is impossible to imagine a musician who comes to work only to work there from 9 to 18, and after work to do household chores.
There is such a word - vocation, this is what makes a musician not separate the time of the working day and personal time. His life is already devoted to Music and everything connected with it. Daily lessons and rehearsals become proof of a musician's skill.
What about sales?
How are things going in sales? If we start with vocation, then everything here is very sad. People often go into sales in order to be able to receive an “unstable” salary. It is thanks to the volume of product sales over a certain amount of time that some people manage to earn more, while others are forced to accumulate negative emotions towards what they do and quietly hate their work.
I know what exists huge amount everything we need to know about sales: techniques, technologies, rules... Friends, have you tried to listen to the music of sales? Imagine it's the same musical instrument, such as a piano. Maybe it's time to call an adjuster? And then all the keys will sound in tune with the tuning fork? And will the piano sound new under your hands?
I admit, it’s gratifying to see that today everything more people attend sales trainings and learn from successful sales masters. And just recently, 3-4 years ago, it was impossible to “drive” sales managers to training, some of them literally burst into tears in order to complete the trainer’s task... Yes, that happened.
Its use
But as soon as, after some time, they understood the benefits and their benefits from the training, the situation changed and people themselves were keenly interested in when the next training would be. Found keyword in this sentence? “They themselves understood their benefit” is what is otherwise called motivation, that is, what motivates a person to engage in one or another action. Not the motivation invented by managers, but the internal motivation of the person himself.
What does sales mean to me?
For me, sales is life, and constant development and pursuit of mastery. I'm interested in finding and inventing various ways and the techniques that provide me effective sales. It is interesting for me to get acquainted with the different, sometimes directly opposite views of the Masters on sales. I am interested in reading books about sales, studying at trainings, developing algorithms and call scripts. I'm interested in planning and analyzing my sales. I am interested in teaching others what I know.
I'm interested! Are you interested in working in sales?
I'll tell you a little secret. I was not a salesperson from birth. I, like many other seventeen-year-old graduates, chose my profession and became a musician. It was a real calling. But the happiness of singing and playing was short-lived. The years of perestroika forced not only musicians to sell. It was a difficult time, but the habit of doing what you do well was able to awaken my interest in sales. Although at that time it was not sales, but trade. Gradually, trade turned into sales, and the need arose to develop my professionalism, as a result of which my interest in this profession awoke.
I never thought that you could love something that you hate. But in my case this is exactly what happened. Do I regret that life has so harshly changed my plans? Probably not, although with music it would be a completely different life. But I was able to find my music in sales, how about you?
The E-xecutive portal asked a question back in 2008 about what sales are. Read the opinions yourself, there are some rather interesting statements there. I think just like Elena Rozhkova that sales are a way of life. There is no other way. You have to fall in love with what you do, you have to want to test yourself for professionalism, you have to learn to be a psychologist, you have to understand what place you yourself occupy in sales. Who are you and what does sales mean to you?
Once you find it for yourself intrinsic motivation and achieve results, all the listed “shoulds” turn into “I want.” This is how self-motivation simply works. Take note of the valuable advice from the “Tip Box”, I’m sharing it.
I understand that this article will be read by both those who are directly involved in sales and those who have nothing to do with sales. Friends, by and large, it doesn’t matter what you do. The important thing is that this is our life, and that we live today. Therefore, it is very important to do what you like and bring satisfaction and pleasure.
If you are a seller (sales manager), then try to find your art and calling in sales. If you can get along with different people, if you know how to forgive insults, endure and not be offended, if you know how to influence other people, then this is a good foundation. And it won’t be so difficult to master sales techniques and techniques, and time and work will polish your skills and craftsmanship.
If you are a beginner and taking your first steps, find your interest in sales. Find out how Dmitry Norka, Konstantin Baksht, Sergey Filippov, Alexander Levitas, Nikolay Mrochkovsky, Andrey Parabellum, Rinat Khairullin see sales. Each of them has their own personal experience in sales and his own charisma, which allows him to present us with “secret materials” from different, but very professional points of view.
Believe me, the ability to sell well is the basis of our lives and our relationships. You need to learn to actively use this in everyday life. You will see how effective sales techniques work not only in business life, but also among your family and friends. The better you understand what is sales, the less chance there will be of falling for scammers. Study, look at sales from the inside, and you will be able to predict a lot. This will be available to you.
The desire to learn how to sell well will contribute to your personal development in many areas of our lives. Sales are so widely and deeply connected to them. It will take a lot of effort to become a specialist in various professions: lawyer, accountant, diplomat, copywriter, marketer, mathematician...
In conclusion
The more interesting life becomes. There are tons of plans! And at the same time achieve results. Then let's not hesitate: I will gladly look through the mail from Dmitry Norka today, he will certainly please me with new interesting articles and video materials, and you, friends, can already find some answers to your questions on my blog in the section.
Selling is a transaction between people, in which each of the participants has his own task and pursues his own goal. This is not a casual meeting, not a simple conversation that two participants engage in to pass the time. No, this is a business meeting, this is a commercial activity, where everyone defends his interest, plays his role, uses his capabilities and, in the end, exchanges a favor with a partner, making every effort to ensure that the terms of the exchange in this transaction are the most suitable for him. favorable.
In this sense, the act of sale can be considered as a negotiation, because the interests of the parties do not always coincide.
But if selling is a negotiation, it is also a meeting, a relationship, and a connection between its participants.
This is a meeting between two related individuals, each of whom has his own status, role, motivations, real and imagined desires. Therefore, in the sales process, as in every meeting, flows of likes or dislikes arise and emotional connections are subtly made or destroyed. This is the realm of emotions in which desires and images move and return.
So, the act of selling is a negotiation between two parties who come face to face and, as it were, try each other on, and selling is a relationship between people with all the properties inherent in such a relationship. However, it should not be forgotten that the sale is mediated and made possible by the availability of an item or service. This item and this service are most often a product that has technical and trading characteristics, is present in the market, experiencing competition.
But that's not all: the product must also satisfy needs and meet the expressed or unexpressed expectations of consumers. Thus, if we summarize everything we said above, we can propose the following working definition sales:
Certificate of sale- these are negotiations (the interests of the parties are in reality neither completely reconciled nor completely irreconcilable), which give impetus to the relationship (this is the emotional part) mediated by some object (this is part of the laws of the market and the sales methods that correspond to them), - an item that meets the expectations or needs of persons called actual or potential clients. (The latter is part of marketing and related techniques.)
This definition, which combines elements of the entire sales process, allows us to understand why various authors and specialists so often use expressions like “sales scale”, “sales stages”, etc. Really:
Negotiate: what is required here is, first of all, the ability to persuade, respond to raised objections with arguments, and skillfully use expressive means of oral speech.
Establish an attitude: To do this, you mainly need to know how to accept a client or make a contact, approach the matter correctly, carefully monitor the development of the relationship and close the deal exactly at the moment when it is required.
And finally, satisfy a need: This means to grasp (understand) or find the customer's motives for purchasing, i.e. key points of interest, share the client's concerns and listen carefully to his complaints or criticism.
Thus, by grouping or connecting all the listed elements, one can imagine the “sales scale” that J.-F. Krolar proposes as a general approach to the study of the subject of interest to us. So, "sales scale" includes:
- establishing contact, identifying client needs;
- argumentation and presentation of the product, working with objections;
- implementation of the sale.
It is clearly seen that this approach or this plan is built on the basis of the definition given above. However, this raises the question: why is such a scale needed, for what purposes and under what circumstances is it advisable to use it?
Indeed, one can deny its scientific nature and refer to the fact that sales do not always occur in exactly this way and in such a sequence. In addition, when selling, factors that do not fit into this scheme are also taken into account (for example, the trade policy of the parties, competition, the influence of previous negotiations, etc.). However, the following arguments can be made in favor of the presented approach: in addition to the fact that this scale allows you to organize phenomena and is convenient for memorization and learning, it satisfies the need that sellers often experience - to conscientiously analyze the act of selling, restoring those fleeting, elusive moments that escape perception.
Finally, these stages quite correctly fit, from our point of view, into the framework of what is called “sales methods.” If you turn to the dictionary, you can read the following interpretation of the concept “methods”: “A set of appropriate techniques, approaches to business, knowledge of how to do it." The sales stages directly relate to the practical side of the matter. They are formulated taking into account professional advice and practices of business people.
With some differences in definitions, key concepts when describing the main stages of sales are found in most authors - specialists in the field of trade (Chapotin, Goldman, Saint-Mleux, Crolard, Corcos) , Moulinier, etc.).
So, we begin to consider the following stages of sale:
Establishing contact, identifying needs
- argumentation and display of goods,
- response to objections,
- implementation of sales.
© Published based on the works of A. Lancestre and J. Chandezon
© Adapted translation from French. L.N. Syrtsova
Many people believe that to a good seller It doesn’t matter what exactly to trade, but in reality it often turns out that there is a difference. Depending on the specific type of sales, a manager must have completely different personal qualities. To understand what causes these differences, it is necessary to delve into the definition of “selling” and study all the forms and aspects of this difficult activity.
Sellers who work in mass are like sprinters, who care about the speed of actions and their quantity, while corporate managers in sales, it is much more important to establish long-term trusting relationships in order to maximize profits.
What is sales?
It is very important to understand the essence of this managerial and economic concept, since the volume of implementation depends on understanding its nature and stages. Many experts like the following definition: selling is a set of measures to influence the client’s vision of the world in order to create in his mind and emotions the need for certain product, which he can get for his financial resources. In this case, maximum benefit for the client and profit for the seller should be achieved.
What does B2B stand for?
The abbreviation B2B is of English origin: Business to Business, and denotes the nature of economic and informational impact between legal entities. Literal translation - business for business. What is B2B sales? This is a broad market segment in which sales are focused not on the end consumer, but on other businesses. That is, in a generalized form, the term B2B corresponds to all forms of activity whose clients are legal entities.
marketing?
Having looked at the essence of selling to a business, it's time to learn what B2C selling is. This term is also borrowed from English language: Business To Consumer, and denotes a form of trade through direct sales to final consumers. Literal translation - business for the consumer. This type sales allows you to do business with the least number of intermediaries, which leads to increased profitability. In the system, relationships are built according to the “Business-client” scheme. Simply put, it is the sale of services and goods directly to the end consumer.
Now it is necessary to determine the main distinguishing features of these two fundamentally different forms of business sales.
Various volumes
Direct sales to consumers are often limited to a certain budget that a person is willing to spend at a time. Its limit can be expressed by the amount of cash in the consumer's pocket. Entrepreneurs have at their disposal much larger corporate funds, which are limited only by the size of the organization’s turnover. The sale of products to a business occurs not individually, but in hundreds or thousands of pieces. Thus, buying a car for an ordinary person is an entire event that occurs only a few times in life, while a businessman corporate purposes can buy dozens of them, and the expenses will not be too noticeable.
Professionalism of buyers
Businessmen are professional buyers who are fully aware of what their purchase will be used for and all its pros and cons. In addition, they can consult independent experts. Having made a purchase decision, the entrepreneur already knows the specific parameters of the product that are most suitable for solving his business problems. A consumer from the people may not have a serious idea of, say, household appliances, and in your choice rely on the words of the sales consultant.
Technical complexity of the product
Selling goods for business involves the high complexity of the product itself. So, every businessman has a desire to receive information about all the nuances of work complex equipment(communication equipment, machines with software, production lines, etc.), as well as about the possible and profitability of its use in a particular business.
Purchasing cycle length
Unlike consumer sales, complex business products do not sell quickly. Meetings with the seller often take place in several stages, after which the buyer evaluates all the pros and cons, as well as possible alternatives, after which an agreement is concluded - as the logical conclusion of the process. The closing examples taught to consumer salespeople are not appropriate to use in these cases.
Buyer risk level
Consumers take much more risk than ordinary consumers. And the concept of risk includes not only the amount given for the product, but also everything possible losses and loss of profit from incorrect operation of equipment in the future, up to the existence of the business structure as a whole.
Responsibility when making a decision
What is business sales? This is a difficult path from the secretary to the manager responsible for making the necessary purchasing decisions. At the same time, it is necessary to clearly feel each of the interlocutors, while promoting all the positive aspects of your product. Here you cannot take the buyer rudely; you need to act purposefully and systematically.
Manufacturing demand
Complexity of the goods seller task big business is that he needs to calculate not only the demand for own products, but also monitor related markets. The demand for resources on the part of entrepreneurs is directly proportional to the demand for their final products. And here we cannot limit ourselves to studying the gender and age structure of consumers (as when organizing sales to the public).
Close communication between seller and buyer
A business goods sales manager often becomes a regular at the buyer's office. However, even after the transaction is signed and the obligations of the parties are fulfilled, the connection between the seller and the corporate consumer is not interrupted. The selling price in this case is high, so the manager controls (sometimes for years) the processes of delivery, debugging and maintenance of his product. In addition, after large sales the two parties to the agreement become, to some extent, business partners, which determines their responsibility to each other.
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