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ОЛЕСЯ ЛИПИНА: КАК ПРЕОДОЛЕТЬ ВОЗРАЖЕНИЕ КЛИЕНТА ПО ЦЕНЕ (ИЗ ОПЫТА ЗАПАДНЫХ СТРАН)

отAdmin

Июл 5, 2017

Рязань, 5июл – RU.KA

23 июня бизнес-тренер Олеся Липина побывала в Рязани и провела для агентства недвижимости «НИКА» тренинг продаж. В частности, подробно речь шла о том, как работать с возражениями клиентов. Известно, что механизм сопротивления клиента самой покупке связан:

– с эмоциональным блоком;

– с техническими трудностями и представлениями о товаре;

– с пресыщением товаром (уже есть);

– с сопротивлением цене.

И хотя бизнес-тренер в этот раз на тренинге рассказывала риелторам, как преодолеть эмоциональное сопротивление клиента, она сообщила нам, что менеджеры по-прежнему считают главной причиной отказа купить продукт возражение по цене (ценовое возражение, ценовое сопротивление).

По словам тренера, в международной системе маркетинговых приемов общения с клиентом, сегодня существует огромный арсенал преодоления подобных препятствий. Так, ученый приводит в качестве примера прием «дорогая выборка», его использование в работе коммерческих эффективных коммуникациях уже можно считать классикой.

Липина утверждает, что в любом бизнесе есть конкуренты со своими установленными ценами. По каким-то позициям цены у них выше, чем у нас, по каким-то – ниже. Одним из смертных грехов маркетинга считается ситуация, в которой оказывается менеджер, если не знает цен своих конкурентов. Поэтому важно всегда иметь представление о том, по какой стоимости конкурирующие фирмы предлагают свой продукт. И на тот случай, когда покупатель начинает заводить разговор о том, что у «других» продукт дешевле, есть смысл предоставить информацию клиенту, где будет указано, по каким позициям у конкурентов цены выше.

– В журнале «….» эта полоса стоит 130 000,а у вас – 180 000

– Хорошо. Обратите внимание, у них разворот стоит 500 000,а у нас всего 300 000, – пишет в своей книге по работе с возражениями тренер.

Также Олеся Липина советует преодолевать сопротивление цене и стремиться избегать противительного союза «но», так как он явно обозначает наличие противоречия между менеджером и покупателем.

Совет: заменяйте «но» другим союзом – «и».

С точки зрения логики, союз «но» употреблять в речи необходимо. Когда же мы имеем дело с тем, чтобы логику, наоборот, исключить из разговора, то в помощники предпочтительнее брать «и» вместо «но».

Кто не превращается не желает пылиться в прошлом, работает над собой, любит тренинги и развитие, читайте больше статей на похожие темы www.modul-center.ru

Иван Рубцов

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Июн 15, 2017 Admin
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Что все нашли в этом красном?

Май 29, 2017 Admin
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