Selling is not a monologue

Who is a buyer? It would seem clear – a person who has needs, the intention to satisfy them by buying something you sell and using something, and who also has the ability to satisfy this need here and now. Having opportunities is a financial and technical opportunity to do it right here and now.

A buyer  as a rule

More or less understands the value of what is being bought and the object of purchase. Knows the terms, understands the technical and operational parameters – the information age . Helps and forces us to understand. But what about those people who do not know what they need? Let’s imagine…

A company sells (something crazy) particle accelerators. Someone comes to the sales department:

We are always cheap to help people to help them with my  job function email list email data. Our work with email lists. We can help people of all countries. So that they may add to the era of good thoughts and people may be better than better. Because the more a country and people develop by placing Toto, the poor will improve .

– You sell accelerators, right? I would like an accelerator…
– We sell. What is the total energy of protons?  TeV enough?
– What is a “proton”? No, I would only like an accelerator…

Do you think that the situation is absurd and impossible? Watch this incredibly funny video.

So what? So there are people who are trying to buy something they have no idea about. Isn’t it a wonderful video!? However, no matter how funny it is, a marketer is distinguished from a simple viewer not by contemplating the process, but by seeing the problems: marketing, psychological, communicative.

Lets figure it out

What mistakes did the barista make?
How typical are these mistakes for other sales and other sellers?
How to sell in such a situation?
Not buyers
Not everyone who comes to you is a buyer! In this case, a random visitor in the video is not a buyer for this cafe. Its product is 3-in-1 coffee. This is what you need to understand! Non-buyers-passers-by, sliders, researchers, random visitors – interest in the product and you is fleeting or not defined. But this does not mean at all that they cannot become buyers. Do you know what AIDA is? It can be considered that “non-buyers” who contact you or if you hook them with advertising are at the upper levels of communication. Therefore, when contacting them, you need to solve other communication problems and use a different language of communication!

If you are a scientist, a quantum physicist, and you cannot explain in a few .Words to a five-year-old what you do, you are a charlatan.
Richard Feynman

And if the limit of his interest is “coffee with milk” – then you need to sell not “yourself” and “your price”, but what the visitor wants.
The first thing to do is to record the fact that…

a 3-in-1 coffee brought by a visitor to a cafe is a sales failure committed by the barista at the moment when she decided to start selling without finding out the person’s potential to buy: “what kind of coffee would you like? We have…”, is a universal tool for understanding who is in front of you and effectively building a dialogue and relationship.
Potential to buy
Second, when explaining sales problems to sellers, you need to record the ban “once and for all” on uttering the word “client” anywhere, even in vain. A client is someone who is not clear and this is what whores do (sorry). From Greek, “client” is a person dependent on the decision of a patron, a sovereign. People are not clients.

Among those who somehow contact

NOT buyers – their interest, financial solvency, need for the do i need salesforce? the pros and cons of salesforce  seller are not defined;
Potential buyers – the potential expressed in the amount of the upcoming purchase and the need are clear to sellers, but the implementation of the potential is delayed in time;
Buyers are those who now or in the foreseeable past exchanged your goods for a monetary equivalent;
Consumers are those who use and consume the purchased goods without a trace and these are not necessarily the buyers themselves;
Influencers – subjects of influence;
… and you need to be able to work with each one specifically and separately.

The first thing a seller should do when they see a person on the horizon is to assess their potential for a purchase and further interaction with them should be based on an understanding of this potential or the role of this person in making a purchase by others.
Selling is not a monologue
This goat barista could have built a dialogue with the visitor as with a “non-buyer” and, having conducted him through AIDA, would have sold him the largest portion of the most expensive coffee. But since everyone in the cafe is an idiot, starting with the administrator, who explains little, the girl failed the sale.

The communication format she chose was a monologue: “I will do the talking here because I have little time for you and because I am a robot, an automaton.”

Dialogue is not a script

The language of the “client”
Having asked questions and realized that the terms were unfamiliar to the visitor, it was not enough for the barista to reformulate the questions (she did this). It would be worth changing the logic of constructing a dialogue and trying to start listening to the visitor, catching in the flow of the unconscious: his level of awareness, his need and epithets and synonyms similar to terms, trying to understand the “language of a person”.

A peculiar language

Arises when a person – a buyer himself mastered the  a complete list of unit phone numbers topic of the .

“Special language” is a sign of the upper levels of communication according to AIDA and upon hearing “I’ll have coffee with milk” – you need to:

switch to his language and stop pretending to be an “intricate and abstruse expert
turn on the expert again and “close the deal”, and not collapse the person’s consciousness: