Domov > Prodaja > MOČNE BESEDE, KI LJUDI PREPRIČAJO

MOČNE BESEDE, KI LJUDI PREPRIČAJO

7. 3. 2023

Danes vam bom razkril ključno lastnost močnih besed. Pravzaprav dve. Njuna raba je predvsem v pogajanjih, imata pa tudi veliko moči v prodaji. Prva beseda je “ČE”, fantastično pa deluje v kombinaciji s “POTEM”.

Pomislite, da greste na lov medveda in prispete do ustja temne jame. Boste stekli v temo s palico in kričali: “Daj no, medved, pridi ven, če misliš, da si dovolj močan!”? To bi se mi zdelo nespametno in potencialno usodno dejanje.

Osebno bi predlagal, da raje stopite (precej) nazaj in z varne razdalje v jamo mečete majhne kamne. “Če” in “potem” sta ravno takšna majhna kamenčka, ki ju lahko vržemo v subjektovo jamo brez nevarnosti (pretirano) slabega izida.

Prekaljeni prodajni profesionalci so ju pogosto uporabljali kot metodo prepričevanja.

“Ali je mogoče vozilo dobaviti do naslednjega torka?” Preprosta zahteva in je lahko znak za nakup. Navadnega smrtnika lahko zamika reči: “Aha!”

To je zapravljena priložnost. Samo opazujte prekaljenega prodajnika.

“Torek? Če vam vozilo dobavimo do torka, lahko naročilo opravite danes?”

Tak pristop ustvari toliko dobrih stvari, da komaj vem, kje začeti z razlago. Prvič, z uporabo besede “če” ponudi ponudbo, ki jo je mogoče umakniti, ne da bi preklicali dogovor. “Če” postavi pogoj.

“Na vetrobranskem steklu avtomobila vidim ceno. Ali lahko dobim kaj popusta?”

“Če bi se dogovorili za popust, bi potem lahko že danes kupili ta avto?”

“Ne, danes ne bo šlo, prej moram prodati svoj stari avto.”

“Potem se usedite in pogovorili se bomo, kaj lahko storimo.”

Popust torej odpade, ne da bi se stranki zamerili. Stranka preprosto ne bi mogla izpolniti pogojev nakupa. Prejem ugodnosti je pač vezan na izpolnjevanje pogojev.

V preteklosti – in brez uporabe močnih besed – je prodajni pogovor potencialnega kupca vozila in prodajalca potekal nekako takole:

“Kakšen je največji možni popust?”

“10 %.”

“Ali lahko dostavite v torek?”

“Da.”

“Ali obstaja brezobrestni kredit?”

“Da.”

“So všteta tudi tri leta brezplačnega servisiranja?”

“Da.”

“V redu. Mislim, da so to vse informacije, ki jih potrebujem. Oglasil se vam bom.”

In potem stranke ni več bilo v avtomobilski salon … No, po treh mesecih se je zopet pojavila. Tokrat je prodajalec uporabil močne besede – in vozilo prodal.

Še preden si ogledamo potek pogovora, naj dodam, da je v praksi res moteče, če se po nekaj mesecih stranka končno odloči za nakup avtomobila. Pričakovala bo namreč, da bodo vse pretekle ugodnosti še vedno na voljo. Zato vedno poskušajte odgovoriti na prošnjo za ugodnost s pogojem, izraženim s “če” in “potem“.

Nekako takole:

“So všteta tudi tri leta brezplačnega servisiranja?”

“Če danes izberete avto iz naše trenutne zaloge, verjamem, da je ta ponudba še vedno na voljo. Ste pripravljeni naročilo opraviti danes?”

S tem boste na plano privlekli medveda, oziroma strankine resnične namere, ne da bi povzročili preveč razburjenja.

“Če bi vam ponudili kar 10 % popust, bi lahko nakup opravili danes?”

“Ne vem, potrebujem še potrditev s strani šefa.”

Da, razočaranje, a veliko bolj uporabna informacija kot odgovor “Zelo me zanima.”

Hkrati gre za ponudbo, ki jo lahko tudi umaknete.

“Če želite vozilo do torka, bomo potrebovali predplačilo.”

“Ne, mislim, da to ni izvedljivo, moral se bom odločiti za kredit.”

“Potem bo verjetno vozilo na voljo šele v sredo ali četrtek.”

To obenem ustvari tudi zavezo na strani subjekta.

“Če vam lahko uredimo brezobrestni kredit, lahko naročite vozilo?”

“Da, to mislim, da bi šlo.”

“V redu, pojdimo na kavo, medtem ko bo sodelavka uredila papirologijo.”

Dobra novica. Takšne trenutke in prodajne pristope lahko vadite. Med tihim trenutkom ali klepetom s skupino sodelavcev recite: “Boris, daj mi svojo uro.” in nato ostanite popolnoma tiho brez pojasnila. Ko vam sodelavec izroči uro (če se temu upira, ga ignorirajte), kar ljudje običajno storijo, jo preprosto pospravite v žep in nadaljujte s svojim vsakdanjikom. Brezplačna ura!

Ljudje imajo čudno navado, da se na zahteve, ki so podane samozavestno, brezpogojno odzovejo. Tako močne so lahko močne besede.

avtor: Geoff Burch

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Author

  • Geoff Burch

    Geoff Burch je zaradi svojih edinstvenih pogledov, jasnih sporočil, obilice humorja in impresivnih referenc, eden od najbolj iskanih poslovnih govorcev v Evropi, saj ga za izobraževane svojih prodajalcev najemajo svetovni giganti IBM, Schwarzkopf, Phillips, Canon, British Telecommunication group, Heineken itd. »Alternativni poslovni guru«, »upornik z razlogom« ali »Hell’s Angel poslovnega svetovanja«, kot ga je poimenoval slavni Financial Times. Redno se pojavlja na TV in radiu ter je zvezda BBC-jeve priljubljene resničnostne serije »All Over The Shop«, kjer angleškim podjetnikom »v živo« pomaga izboljšati prodajo.

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