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PRODAJNA VABA: JAGODE ALI ČRVI?

31. 3. 2020

Med izvajanjem poslovnih delavnic, katerih cilj je podjetja naučiti, kako naj se prodaja osredotoča na kupce, občasno izvedem naslednji trik. Občinstvo vprašam, ali so jim všeč jagode. Približno 90 odstotkov rok se dvigne. Nato sledi vprašanje, komu so zares všeč jagode – pogosto se spusti le nekaj rok. Zatem je na vrsti prva past. Občinstvu postavim klasično anketno vprašanje: “Ali bi svojim prijateljem priporočili jagode?” Rezultat lahko že predvidite.

V naslednjem koraku občinstvo napeljem na navidez povezano temo. Pogovor steče o ribolovu. Očitno je – glede na prejšnji pogovor – najboljša vaba, ki jo lahko postavimo na kavelj, slastna sočna jagoda. Seveda hitro sledi precejšnje negodovanje, celo neodobravanje. “Toda ribe ne marajo jagod,” pogosto slišim iz občinstva. Mojemu vprašanju: “Kaj pa naj potem postavimo na kavelj, kaj naj bo naša vaba?” sledijo različni odgovori, ki segajo od sladke koruze do muh, toda črvi so po mojih izkušnjah najbolj priljubljena izbira ljudi. “Aha,” začudeno odvrnem in nadaljujem: “Torej so vam všeč črvi?” “To ne, ampak ribe jih imajo rade,” slišim.

Sledi moj glavni udarec: “Predlagam, da prodaja preneha kupcem ponujati to, kar je vam všeč, in ugotovi, kakšna vaba jih dejansko privlači!”

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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