Специализированное методическое пособие для менеджеров, продающих металлопрокат. Справочная информация по металлопрокату. Скрипты, сценарии продаж и речевые модули. Ответы на основные возражения закупщиков и снабженцев.
1. Книга продаж
по металлопрокату
версия 1.2
Книга сценариев продаж
МЕТАЛЛОПРОКАТА;
Корпоративная Книга продаж
МЕТАЛЛОПРОКАТА.
Специализированное Методическое пособие для менеджеров и
руководителей металлоторгующих организаций
3. Зачем нужна Книга продаж ?
Отличительным признаком стабильности компании, продающей товары или услуги на
рынке, является выстроенная система продаж. Руководители, чей бизнес вышел из
зоны выживаемости, обретая тенденции стабильного развития, находят
целесообразным навести порядок и создать четкую работающую структуру
эффективных продаж.
Аккумулирует и собирает в одном месте
лучший опыт компании в области продаж;
Самый эффективный способ передачи
знаний новым сотрудникам ;
Инструмент руководителя для контроля и
развития своих сотрудников;
Единое понимание сотрудниками принципов
деятельности компании.
4. Внедрение Книги продаж в компании-
- Быстрее адаптироваться новым сотрудникам и обеспечит продажи уже в
первый месяц работы;
- Опытным менеджерам поможет найти новые возможности для развития и быть
более профессиональным в глазах клиентов;
-Повысит уверенность и самомотивацию. - Увеличит конверсию холодных
звонков до оплаченных счетов;
-Руководителям отделов даст новые возможности для контроля и развития своих
подчиненных;
- Всей компании четко сформулировать самый главный процесс- продажи.
«Быстрота реакции — это то, что определяет успех продаж и переговоров. При разговоре (как
телефонном, так и очном) зачастую нет и пары секунд, чтобы подумать и сформулировать
взвешенный ответ. Главным оружием в такой ситуации является владение обширным арсеналом
готовых ответов на любую реплику со стороны снабженца или закупщика».
5. Если Вы не будите развиваться – вы обречены «топтаться на месте»,
потому как лидеры рынка давно и регулярно используют все
новейшие технологии, модели и инструменты по управлению
отношениями с клиентами.
Если Вы хотите, чтобы ваша компания росла и
развивалась - обучайте и развивайте ваших сотрудников
и вместе с ними будет расти и ваша компания.
Если Вы руководитель: Если Вы менеджер
1. Знаете ли Вы, какой будет Ваша компания, отдел
продаж через год/три?
2. Если знаете, то с какими сотрудниками Вы к этому
придете? Какими они должны обладать знаниями и
навыками?
3. Как Вы управляете продажами? Сколько составляет
конверсия в Вашем отделе продаж? Как Вы ее
считаете? И как Вы планируете ее увеличивать?
1. Очень здорово, что Вы хотите развиваться и
ищите новые возможности для этого. Не
останавливайтесь и успех не заставит себя
долго ждать.
2. Покажите эту презентацию Вашему
руководителю.
3. Если руководитель не считает это нужным и
интересным, записывайтесь к нам на открытые
вебинары и через некоторое время, Вы
возглавите отдел продаж.
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Книга продаж по МЕТАЛЛОПРОКАТУ – это
интеллектуальный труд команды SalesMetall.
Мы продаем Книгу продаж по металлопрокату в
электронном, полностью редактируемом
формате Power Point.
Поэтому просим вас отнестись с пониманием к тому, что весь разработанный
нами контент в данной презентации спрятан под наложенный текст.
Приобретайте Книгу продаж по МЕТАЛЛОПРОКАТУ и вам будет доступен
весь контент с возможностью редактирования.
Обращаем Ваше внимание, что
7. Книга продаж
содержит более 50
актуальных тем для
менеджеров по
продажам
МЕТАЛЛОПРОКАТА.
И разделена на
блоки:
-О компании;
-Справочная
информация о
металлопрокате и
рынке;
- Клиенты
(закупщики и
снабженцы);
-Компетенции
менеджера;
-Скрипты и
сценарии продаж.
8. Гидроизоляция Инструмент Электро-
кабель
ТеплоизоляцияОборудование
Часто менеджеры,
а иногда даже и
руководители не
понимают, что МЫ
продают не
металл, а именно
СЕРВИС. Который
заключается не
только в
своевременной
доставке
продукции и резке
металла, а во
внимании к
клиенту, комплексе
предоставляемых
услуг, стабильности
работы и прежде
всего
профессионализм
е клиентских
менеджеров.
У нас сервисный бизнес
Sales Metall
copyright
copyright
Мы постарались визуализировать
информацию насколько это возможно.
В данном случае, вы можете заменить
имеющиеся направления деятельности
на свои в полностью редактируемом
файла Power Point.
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9. Уникальные торговые ПРЕИМУЩЕСТВА или
Уникальные торговые ПРЕДЛОЖЕНИЯ.
То, что отличает вашу компанию от ваших
конкурентов.
Ваши сильные стороны.
Для того, чтобы разработать УТП- необходимо
провести сравнительный анализ.
Определить свои сильные стороны и прописать
каким образом они решают существующие
трудности ваших клиентов.
И обязательно об этом необходимо говорить
клиентам.
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13. Проф. сленг
МЕТАЛЛОТОРГОВЦА
Именно язык и стиль
изъяснения показывает в
сотруднике профессионала
Клиенты, закупщики и
снабженцы хотят общаться
только с профессионалами
14. Мы постарались,
насколько это
возможно,
визуализировать
информацию в
нашей КНИГЕ
ПРОДАЖ
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16. Заводы,
производители и
необходимые
интернет ресурсы
Система
должностных
взаимоотношений
в строительно-
подрядной
организации.
Каждому
менеджеру, для
эффективного
общения
необходимо знать
как принимается
решения в той или
иной компании.
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17. Рынок
металлопроката
Москвы.
Крупные и мелкие
трейдеры.
Вы можете
самостоятельно
составить такой
список для своего
региона.
Источники поиска
клиентов.
Очевидные и не
очевидные.
Например:
2gis, HH и сайт
Госзакупки.ру
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18. Портрет нашего
клиента. Его
характер и
привычки.
Чем лучше
менеджер знает
своего клиента,
тем лучше он
сможет выстроить
с ним деловые
взаимоотношения.
Потребности
закупщиков и
снабженцев.
Интервью со
снабженцем
одной строительно-
подрядной
организации.
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19. Далее,
Раздел об
основных
потребителях
металлопроката и
закупаемая ими
продукция.
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20. Качества личности,
знания и навыки,
необходимые
менеджерам по
продажам для
достижения
результата.
Как правило, у
руководителей в
голове есть
картинка
идеального
менеджера. Каким
он должен быть.
А вот у менеджера
не всегда
понимает к чему
стремиться.
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21. Детально
перечислены
причины неудач
менеджеров, а
также прописаны
инструменты,
позволяющие их
избежать или
снизить их влияние
на результат.
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22. Хорошие
отношения с
клиентом, пожалуй,
ВАЖНЕЙШЕЕ в
построении и
развитии системы
продаж.
Также
немаловажную
роль играет
психологический
настрой. Настрой
не просто на
работу ради
работы , а настрой
на достижение
целей и результата.
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23. Структура работы
менеджера по
продажам- Этапы
или шаги продаж.
Структура
телефонного
разговора.
Структура встречи
с клиентом.
Подготовка к
телефонному
звонку, сбор
информации.
Действия во время
телефонного
разговора.
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24. Важную роль в
общении играет
невербальная
коммуникация.
У менеджера, при
общении с
клиентом по
телефону, есть
только голос. И чем
лучше он им
управляет, тем он
более убедителен.
Цель- это то, что
определяет
результат любой
деятельности.
Правильно
поставленная и
сформулированна
я цель, при прочих
равных, может
обеспечить до 90%
успеха.
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25. Наша Книга
продаж по
металлопрокату
ориентирована на
менеджеров и
отделы продаж у
которых основной
инструмент это
продажи по
телефону.
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26. Следующий
раздел Книги
продаж - это
сценарии
совершения
телефонных
звонков
1. Наша авторская
методика общения
с клиентом.
2. Сценарий
диалога
менеджера с ЛПР
через секретаря.
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Наша авторская
методика общения с
клиентами, которой мы
учим на своих тренингах.
Мы специально не стали прятать
текст, чтобы вы убедились в
серьезности нашего подхода.
27. Для многих
менеджеров
секретарь – это
серьезная
проблема на пути
к ЛПР.
Мы предлагаем
более 15 вариантов
прохождения
секретарей.
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28. Более 10 скриптов
работы с
возражениями
секретарей
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29. 1. Скрипт
классического
диалога с ЛПР с
этапами и
комментариями к
каждому этапу.
Мы знаем что
нашим клиентам
звонят 10-15
менеджеров по
продажам
ежедневно. И чтобы
выделится из этого
информационного
потока и привлечь
внимание клиента
необходимо
использовать
особые методы и
техники.
Мы приводим 11
приемов.
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30. Один из ключевых
этапов продаж –
это выявление
потребностей.
Вопросы.
Задавая клиенту
вопросы,
менеджер
понимает текущую
ситуацию у клиента
а также
демонстрирует
интерес к делам
клиента.
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31. Скрипт-сценарии
«Как назначить
встречу с
клиентом»
Сценарий встречи
с клиентом.
Этапы, что говорить
и как себя вести.
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32. Техники активного слушания.
Проблема связана с тем, что на встрече мы слушаем, что
говорит нам собеседник, но фактически не слышим. Так
как думаем о том, что нам сказать дальше.
Собеседник это видит и теряет интерес к диалогу.
Необходимо следить за собой и использовать техники
активного слушания для повышения эффективности
коммуникации.
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33. Большая тема.
«Работа с
возражениями».
Ответы на
возражения
закупщиков и
снабженцев.
9 различных
возражений
21 способ
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34. Ответы на
возражения
закупщиков и
снабженцев.
9 различных
возражений
21 способ
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35. Пожалуй,
основное, что есть
в современной
науке о продажах.
Использование
именно этой
технологии дает
клиенту ответ на
вопрос,
-какую выгоду я
получу от общения
с менеджером?
-Что я буду иметь от
сотрудничества с
компанией.?
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36. 1. Дополнительные
уловки для
эффективного
общения с
клиентами как по
телефону, так и
при встрече.
2. Круг доверия
клиента в который
входят
существующие
поставщики.
И часто, ошибка
менеджера: Не
войдя в круг
доверия, начинают
продавать. Что
совершенно не
способствует
эффективному
общению.
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37. Часто клиенты
негативно относятся к
людям, желающим им
что то продать.
За годы работы у них
выработался стойкий
иммунитет. При
малейшем
подозрении на угрозу
продажи, ставят
глухой защитный
барьер.
С такими клиентами,
не стоит начинать
разговор о продаже
или о сотрудничестве.
Одна из самых
больших проблем в
металлоторговле.
Клиент запрашивает
счет и не оплачивает.
Обещает оплатить и
не оплачивает.
Что делать в такой
ситуации.
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38. 1. Типы клиентов. Их
психологические
характеристики и
особенности
работы с каждым
из них.
2. Технология
работы с
дебиторской
задолженностью.
-Что делать прежде
чем отгрузить в
кредит.
- Что делать во
время.
- И что делать когда
уже возникала ДЗ.
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39. 1. Причины почему
клиенты меняют
своих поставщиков.
Исследования
компании McKinsey
2. Пока клиент не
понимает
ценности, для него
всегда будет
дорого.
3. Продавать
существующим
клиентам гораздо
проще, чем новым
клиентам.
4. Создайте свою
воронку продаж.
Отслеживайте свои
показатели.
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40. Приложение 1.
На столе перед
глазами
менеджера.
На каждый звонок
проставлены цели
максимум и
минимум. При
таком подходе
повышается
конверсия .
Приложение 2.
Руководитель
оценивает
телефонный звонок
своих менеджеров.
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41. Приложение 3.
Таблица весов как
пример того, что
можно включить в
Книгу продаж все,
что вы посчитаете
нужным.
Приложение 4.
Проверочные
вопросы к
настоящей Книге
продаж по
металлопрокату.
Руководители
проводят регулярно
аттестацию по
знаниям продукции
и технологии
продаж.
43. 2. Для того, чтобы обучение было
эффективным, оно должно быть
регулярным. (практически
невозможно сформировать
навык продаж за 1-2 дня).
Книга продаж по металлопрокату- в первую
очередь инструмент руководителя.
3. Регулярное обучение 1-2 раза
в неделю. Тренировка и
практические упражнения. Для
этого необходимо использовать
нашу Книгу продаж.
1. Чтобы компания развивалась и росла- сотрудники должны обучаться и развиваться
и новые и опытные. (читать книги, тренироваться, овладевать новыми инструментами и
технологиями).
44. - - Скорее всего да. Но не 100%. У Вас опыт и знания. У нас
кроме этого, методология структурированного изложения материала.
- Мы писали Книгу продаж по металлопрокату 6 мес. И сейчас регулярно обновляем, исходя из меняющейся на
рыке ситуации. Наверняка, ваше время стоит гораздо дороже.
Я могу сам написать такое методическое пособие.
- Каждая компания по своему индивидуальна. Тем не менее, принципы взаимодействия
менеджера с клиентами одни и те же. И большое заблуждение думать что у Вас по другому.
Мы видели десятки больших и маленьких компаний. Мы берем и используем только лучший опыт. Наша Книги
продаж в редактируемом формате Power Point. Вы можете внести незначительные изменения и сделать так как
у вас.
У нас не так.
- Все зависит от целей, которые Вы как руководитель ставите пред собой и компанией. Книга
продаж – всего лишь необходимый инструмент для достижения высоких показателей в продажах. И от того
насколько умело вы будите использовать этот инструмент будет зависеть поможет или нет.
Не поможет.
- Даже опытным менеджерам, не говоря про новичков сдавать экзамен
лучше, удобнее, спокойнее со шпаргалкой.
Скрипты менеджерам не нужны.
- В данном случае, размер значения не имеет. Используют наши технологии
один менеджер или десять. И Вы же планируете развиваться?
У нас маленькая компания.
- Наверняка! Но в каком виде и где? Мы сделали структуру. Все хранится в одном
месте, доступно и удобно. Вы можете добавить в наше пособие свой материал, какой посчитаете нужным и
необходимым.
У нас все это есть.
45. Помогите Вашим менеджерам продавать больше металлопроката.
Дайте Вашим руководителям инструмент для обучения своих
менеджеров .
Обязательно контролируйте процесс.
Если возникают проблемы с аттестацией, обратитесь к нам .
Мы проведем Онлайн тестирование
Если Вы приобретете Книгу продаж, мы поможем Вам внедрить ее
бесплатно.
Вы директор или собственник металлотогующей
организации?
46. Бюро поддержки продаж металлопроката
Увеличиваем конверсию от холодных звонков до оплаченных счетов
Тренинги ;
Разработка скриптов и речевых модулей;
Аудит и оценка;
Разработка коммерческих предложений.
www.SalesMetall.ru
SalesMetall.ru@gmail.com
popov@salesmetall.ru
(905) 707 96 28
По вопросам приобретения Книги продаж по металлопрокату,
обращайтесь по телефону или по электронной почте.