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So, a meeting with the key client is appointed. Ahead of the negotiating table. What you need to know that your business communication is mutually benefit? In our material we have prepared recommendations and practical advice On the topic "First meeting with the client."
The essence of the phenomenon
The first meeting is optional. Therefore, such high goals as the conclusion of the transaction, the signing of the contract, receiving an advance, it is better to save for the next contacts. Let the task of the first meeting be more local: to determine the prosecution of the client, to form his primary need, draw up a list of goods with which it is willing to use and so on. Sell \u200b\u200ba customer not a product, but "yourself."
If you meet the meeting in the client's office, then the behavior strategy will have to determine the circumstances. If the choice of place is yours, then a separate office is perfect. It will give presentability and status. If the client insists on a neutral territory, the rented conference room will help, in the extreme situation - a quiet coffee shop. It is important that external factors Did not distract from the case.
2. Resources.
We will discuss the stationery, without which the sales manager cannot do. As mentioned above, it is additional paper and blanks, a letter template with a proposal and so on. In addition, a diary, a set of pens, business card, computer, or tablet with internet access are useful. Be prepared for any situations.
3. Appearance.
The best option is to trust the classics. A business suit must be clean and neat, well to sit on you. Special attention should be paid to the shoes, hairstyle, the state of the hands, accessories, makeup (if you are a woman). Remember, you are a business representative.
Process itself
So, you took into account all the preparatory stages and are collected to the meeting. How to start a meeting with the client? We highlight the highlights:
If the meeting place is scheduled for the client and he has its own office, ask the secretary whether you expect you. In the case of an affirmative response knocking on the door and go. It is not necessary to wait for the answer - the secretary has already notified about your arrival.
- Greeting.
We appeal to the client by name and patronymic in any polite form. Be sure to: FULL NAME, Position and Company. If you stretched your hand, answer the same. If a meeting in your office, a similar initiative must come from you - the host of the room.
- Spit.
If you were not offered to sit down, ask yourself what chair you can take. There is no need for neutral territory. If a meeting in your office, then show the initiative in a timely manner. It is better to occupy the side position from the client.
- Conversation.
The beginning of the conversation can be on distracted topics. Thus, you discharge the situation, remove the mutual voltage and awkwardness. True, conversations about politics, age and religion should be avoided. Next, go to the main part of the meeting. Always start S. general issuesSuppose to understand the mood and client policy. When an approximate picture of his behavior will appear in your head, ask a problematic question. Having received the answer, go to the description of the benefits of joint cooperation and so on.
- Contacts.
If you managed to interest the client, offer details of the issue to discuss on new meeting. Agree on communication method. Offer your business card, extending it to the interlocutor directly in the hands or putting on the table. Stop goodbiness.
Eventually
Whatever the result of business communication is not, do not lower your hands. Sometimes the refusal to cooperate is the banal reduction in information, which means the need to make the initiator of the re-meeting. But in order to understand this, experience is necessary.
Meeting with the client is a difficult task, especially for the young "sold". How to act, how not to hang, what questions to ask?
Copy deep and stubbornly - all the details and facts about the client's company will help. For example, turnover for the year, problems with suppliers, successful projectsPerformances at the LPR-OV conferences, new developments and other. At the meeting, your customer should feel you not as a seller, but as a partner. The full analysis of the client before the meeting will help you at the meeting not to shy, say relevant things, offer a suitable solution.
We put the goal
Before the meeting, we make a step-by-step strategy to achieve a goal of maximum and goals, we plan to make the maneuvers of the retreat and switching the attention of the client if he asks the sharp questions or "rests on the horns" in the price. What should be the perfect results of the meeting? What an alternative result of the meeting with the client will arrange you. Put a clear goal in the end.
Negotiation plan
Are you going to meet with the client not to talk about the weather? Preparing sample plan Meetings and negotiations on stages. A clear meeting plan will allow you to direct the client during negotiations and maintain the dynamics of negotiations with the client. Frequent error Beginner sellers - chaotic negotiations, jumping with the topic on the topic, inappropriate questions. You want to stay at the height and show the client, what test did you do from? Boldly assign a meeting, take a handle and make a plan for upcoming negotiations with the client right now.
Script meeting with the client
- Establish contact. Perhaps one of the most important elements in negotiations. If you can not install a contact, then the meeting will not go in that direction in which you would like. Create an environment. Talk to distracted topics and find something in common between you and the interlocutor. Make a compliment, carefully joke, shake your hand, smile and look into the eyes. Be sincere and open. Good contact will reduce tensions and create a confidence atmosphere.
- Finding out the company's goals and the motivation of a specific LPR. I will reveal the secret that you may guess. You and your product do not need anyone. All in the company's company want to solve their problems. Only the owner is interested in capitalization, he also benefits. Linear management is purely mercantilene. LPR-s is interested: financial promotion, promotion, solving its headache, receiving recognition and respect, risks, the release of time and so on. What exactly needs to be your LPR you must know before meeting at least in general terms.
Coordination of the transaction
- Negotiations on the product: what suits that no, we disassemble questions on the technical part.
- Negotiations for the price: target price, options, additional service, bonuses and read buns. Here you can also have a good to appear your other services and products.
- The analysis of objections: well, not very, cheap, expensive than you better competitors etc.
- Commercial offer in several options: basic cost, average option and VIP. Be sure to pay attention to the results that the client will receive.
If possible, tell us the success stories of your customers in this segment: if appropriate, tell. It is advisable to take the most similar company from the client segment.
Consolidation of agreements
Hummer hands and disperse with a specific plan of the following steps in specific time. Friendest sales managers often stumble here. We sat, talked to the client and went to the sea ships. You must remember. The beginning of the meeting is best remembered. Take a memorable useful gift for the client. It can be a business book or an inexpensive pleasant souvenir.
Prepared "Improvisation"
Preparing for the meeting is necessary for qualitative to communicate with the client so that you can close the deal. Explore the client along and across. Examine the company's history, try to find out about the problems of the company from linear employees who relate to your product. Explore the pain and tasks of a specific LPR, which will be at the meeting. Explore the company's strategy. If it is a large LE (Large Enterprise) market player - information you can find in open sources and social networks Companies.
Jun 05.
Very often we do not know how to behave in the negotiations, what to say, how to make the meeting goes most efficiently and with the best result for us, to sell the goods to the client at the most favorable price. So that you do not make mistakes and not confused in the client's office, here's a meeting script that you can take the basis of your meetings.
To configure to meet, ask yourself two control questions:
- Have you come on an important issue?
- Are you the person who this important question can solve?
If you arrived at the decision to meet working timeYou can not knock on the door before entering.
If they knocked - wait for the permission to enter.
Remember! Your knock may not hear, you can not hear the answer.
Start contact
Come confidently.
The door will wait until you pay attention to you.
Still say hello (with the mood!):
- Good day!
- Hello!
Pause (wait for the client will answer "Good day!")
Imagine (the door is either at the table - not on the way!):
- My name is Peter Petrov, the company ...
Pause ... Remind where you know:
- I called you yesterday (the day before yesterday or others) and we agreed to meet today at 11.
- We agreed to meet Ivan Ivanovich, director of your enterprise, today at 11-00. It is you? Very nice!
Pause. If the client does not offer to go, sit down, ask:
- Where can we talk? / Where can I sit down?
If the director in the office is not one / not one, then:
- I see you are not alone. Will we talk together?
If "yes", then contact the second interlocutor:
- Allow me to get acquainted. / - Can I find out what your name is?
After the interlocutor calls the name, ask:
- Who are you in the company?
Conversation to lead with all the participants of the meeting (contact your eyes with each).
Hand business cards All meeting participants, after all are settled for conversation!
Small-Talk.
(Short "secular" conversation on a neutral theme - if appropriate):
At the beginning of the conversation, it is better to remove the initial voltage
Compliment on the topic - Beautiful office (externally), convenient parking, convenient location (city center or, on the contrary, a quiet cozy place), a pleasant cozy office (Cabinet):
- You have a very pleasant office, very cozy and at the same time in business.
- Wonderful location with you (if it really is so). It is convenient to drive up fresh air.
- Your office is well trimmed, everything configures on a business atmosphere and talks about solidity.
- Are you fond of fishing? ... great! When there is an opportunity to leave the fishing rod, I also love ... etc. (If on the wall photos with fishing)
Prepared SMALL-TALK options - on the anecdote situation, interesting story (without negativity).
The principle is important to use Small-Talk. "Not sure - do not start."
The main topic of the conversation
Remind the goal of a meeting that is not related to the sale:
- Let me remind you that I represent the company ... And we were going to meet and talk about possible collaboration.
- How much time do we have for conversation?
Secure time. Be prepared to finish the meeting when the time expires.
Imagine your company briefly.Very briefly (2-3 sentences!) What do you specialize what benefits give customers. Thereafter:
- Ivan Ivanovich, I know, your company is engaged in .... Can I ask a few questions about your company?
- Yes
- What else does the company do?(You may not know other important areas of work client)
Then ask questions, the answers to which you will enable the picture of the client's company.
The question "How much does it cost?" At the beginning of the conversation
Remember. If your conversation with the client begins with the price - then low price It will be your only argument in order to sell.
The issue of price at the beginning of the conversation most often is the search for the reason to refuse: expensive, it is not worth it, etc.This is not a manifestation of interest.
After all, at the beginning of acquaintance, the client does not really know what you offer. Of course, he can know your product. But he does not know you personally, the conditions, the possibility of cooperation, deadlines, payment options, etc. Therefore, the price is the only argument for failure.
On the other hand, if you try to get away from the direct question about the price at the beginning, the conversation is most likely not to take place. Therefore, your task is to call the price or price options, interest the customer with your possible incidental advantages And do not give the initiative in the conversation.
- How much is your ...?
- The price is composed of several components: delivery time, print quality, .... Therefore, the cost can be from 7 to 9 million rubles. How many copies are you interested in?
At this stage, do not get closed without price. You do not offer yet. Load the conversation in the direction you need.
Rules for conducting a conversation when creating a client situation
Use active hearing techniques
- "Echo" is the literal repetition of the last words.
- "Summary" - to reproduce in a compressed form.
- "Logical consequence" - to conclude
- "Clarification" is interesting, and can be clarified
- "Non-verbal escort" nodding
- "Emotional repetition" repeat
- and clarify whether I understood correctly.
Basic errors at this stage
- Presentation offer without information intelligence;
- Using questions like "What would you like?", "What exactly are you interested in?";
- Work on the needs turns into interrogation;
- Too much unnecessary questions;
- No active listening, no contact;
- Interrupting, dispute, protection.
Options for issues to various managers
Possible questions Director:
- How long is the enterprise in the market?
- How many people work in your production (thereby you can clarify how much big production, and, accordingly, consumed volumes of materials).
- What kind interesting projects were carried out? The most significant for lately With the use of your products. - A good question, the director will love.
- What projects in the development, what are planned in the future? - This is the "directory" question, because this question concerns key clientsThe director may not know small customers, but he knows the key.
- "What are the plans for the development of the near future, next year?".
- "How do you manage to achieve these results and compete in the market?" - And you have a long story. An excellent question is to let a person boast.
Possible questions to the chief engineer:
- "What year is your equipment?" You can navigate which technologies are used, etc.
- What services under your control?
- What innovative solutions did you accept (implemented)?
- What amount per year do you spend on the modernization of production? - Too intimate question, so it is better to ask him closer to the end of the conversation.
- How long has increased labor productivity after upgrading?
- What problems are faced with production?
- What events do you conduct to ensure security?
- How is the introduction of new development strategies?
- How is the fulfillment of the tasks of production?
- What providers work and how long ago?
Possible questions to the owner?
- What are your most important achievements in the market?
- What results in the Republic of Belarus did you manage to achieve over the past 5 years?
- How do you see the main direction of the development of your business in the future?
- What are your goals for this year to develop your company?
- What directions of your business you consider key, and what would you like to develop more?
- When you plan to expand outside Minsk, RB, ...?
- How do you solve questions with the timeliness of delivery?
- What innovations did you introduce into our production lately?
- What are the main criteria for choosing a partner?
- What are your wishes for business development.
Possible questions chief production?
- What new projects are you working on now?
- What is your equipment in the equipment park?
- When are planning expansion and modernization of production facilities?
- How does seasonality affect the volume of your production?
- What is the term from the order to make the finished product?
- How many employees are involved in production?
- Is there any simple equipment and what is it connected with?
- What events can help you in an increase in production?
Personal component in conversation
Try to set several personal questions in the middle of the conversation:
- How long have you been in this company / business?
- What did you do before that?
- Who are you by education?
If appropriate:
- Where are you from?
- Where did you spend your vacation?
Key information you need:
- What is the chain of making a decision on purchases in the company?
- Who and for what is responsible at every stage?
- What is responsible for the company in working with suppliers / controls the company's first person?
- Who is the key person in making decisions about buying your goods?
- What are the criteria for evaluating suppliers?
Further steps of conversation
Possible transition option to the presentation of your offer Next:
A series of questions: - What kind of task / problem should be solved?
A series of questions: - How do you see the decision?
A series of questions: - What kind of help / assistance are expecting from us?
The main mistake that sellers perform, as soon as he heard that the client has a problem, immediately go to the proposal: "But here we ...". Do not hurry.
If there is a request for a particular product,You get answers to questions:
- what need to?
- When need to?
- how many need to?
- Where need to?
Therefore, after the list of goods and services offered to the client fully agreed, it makes sense to speak its client and clarify:
"Are you sure you need this?" As long as you did not receive from the client of solid and unambiguous Yes, the negotiations about the price of the price prematurely and useless.
Second phase. After a customer confirmation is received that he need toexactly this is, You can move to the price conversation. At the same time, it is desirable not to hurry to make discounts over standard provided. In 50% of cases, discounts are not required at all. In the rest, 50% of the client will certainly want to knock out of you large discount, and if you have already suggested maximum discountwhich could give, negotiations will be in a dead end.
Completion of conversation
The meeting with the client should end the summary of the following contact.
- a kind of "first date." It is always an exciting for sales manager a moment on which the success of future relationships depends. Not always the goal of the first meeting with potential customer Must be sale. It may be familiar with the discussion of joint prospects. Also intermediate goals may be such:
- Create a person's initial need for services or products.
- Find out whether a person is ready to make a purchase.
- Suggest familiarizing yourself with the assortment line.
- Talk about services.
- Suggest customer to take advantage of trial goods (including free).
- Get recommendations from the client to improve the offer.
Not always the goal of the first meeting with a potential client should be for sale.
This list can be continued, because the goals of the meetings may be the countless set.
Readiness
A business meeting with a partner requires careful preparation, from which the final result depends in many respects. Preparation occurs gradually, the following stages are distinguished: organizational and informational. Consider each in detail.
Information Stage
Here are the data on the potential client, which will help you learn more about it and find exposure points. You can find information on the Internet, the media, learn from your partners. In addition, it is important to prepare information about your company and products. It should be visual and understandable.
Organizational stage
The organizational stage implies the creation of comfortable conditions for the meeting. To make business communication effectively, the following aspects should be provided:
- . A potential customer should feel comfortable and comfortable that the conversation flows at ease. The place is appointed in advance, by telephone call. If it is decided to meet at the client's office, the manager will have to overcome certain inconvenience and improvise. It is best to agree that the client come to your office. A separate office is chosen for negotiations, and not through the hall or corridor so that the extraneous does not interfere with communication. If the office is not present, it is wiser to choose a neutral territory, such as a restaurant or room in the business center.
- Things. By drawing up a meeting plan, do not forget about the little things that may be required during communication. These are stationery: handles, paper, advertising avenues, business cards, contract forms, questionnaires, notebooks. It is necessary to grab I. electronic devices With internet access.
- Image. The appearance plays a huge role when meeting with the client, because they are found along the clothes. In most cases, it will help the classic business style clothes. This is a monophonic non-rigid shirt or turtleneck, strict pants or jeans. The jacket and tie are suitable for meetings with solid people on large contracts. Neat and clean clothing always creates good impression. And an important point: the clothes should not shoot the movements of the manager, because it will distract attention from the conversation and interfere. Do not attempt to impress cheap copies of brand accessories (handles, hours, phones). Solid people have an eye on such things. Better stylish and high-quality things of little-known brands.
A potential customer should feel comfortable and comfortable that the conversation flows at ease.
How to behave
The manager, preparing a meeting, is obliged to know that the first impression of a person develops in 5 minutes. Therefore it is necessary to use certain rules behavior aimed at creating a positive image and contacting contact.
- Opening the door, politely say hello to the man, calling him by name and patronymic. Do not forget before this knock on the door - this is a sign of tacty.
- Exchange business cards. It happens only from hand to hand, put a business card on the table in front of a man is impolite.
- Next, you need to sit down at the table, and put your bag on the next chair. Choose a place to ensure normal visual contact with the interlocutor.
- Start a conversation. After greeting and traditional sharing, courtesies can go to business communication. To do this, it is worth preparing a pre-a list of questions. To come to the meeting unprepared is the most serious possible error. To ask questions is important confident, without having confused. The list is always prepared individually, it depends on the specific client and the desired meeting results.
- At the end, be sure to thank the client for the allocated time and discuss the agreement.
In conclusion
The most successful meeting, giving a good result in the form of conclusion of transactions, depends on thorough preparation. All stages manager should pay a lot of attention, not forgetting about small nuances. Preparatory stage No less important than the organizational. If you adhere to a strict outline of the conversation, follow the rules of behavior, then the first meeting with the client will not be the last.
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The point is the right to happen, what is important to consider it
Before the first meeting with the client will be held, as a rule, precedes the "siege" for all the rules: held advertising campaign, Customer is convened, it is sent to him informative material, a lightweight sample or a demo version of what is offered.
how ripe apple Itself itself falls into the palm in the garden, and the customer must ripen and be prepared for the meeting.
Meeting Plan with Client
The one who wants to kill the hare will not be aimed in ducks. To enter into contact with the one from whom the decision-making on orders depends, you must first clarify the situation - and go to the right person.
Preparation for a meeting with the client
Some clothes meet ... Do not save on the appearance. Down with jeans and sweaters. You are a representative of a respected company, and everything should be fine in you. Including hairstyle, makeup, manicure, rigor costume, skirt length, elegant bag and shoes - for ladies, tenderness, hairstyle, nail state, tie to elegant costume, briefcase or "diplomat", shopping shoes for men.
How to appoint a meeting to the client?
The meeting with the client is held with his consent, in a strictly agreed period. No "Take the day after tomorrow" or I'll make a minute for you. " Tell politely: "I write in a diary. What is the number and in which you plan to meet?" Is the term assigned? Be kind to appear at a meeting 5 minutes before it started, no later. Grab a taxi, download the morning horse - any options are acceptable, except for late. A few minutes before the meeting will allow you to make yourself a first impression of this company. Yes, turn off the mobile phone: when you work with the customer - no extraneous calls!
Conducting a meeting with the client
Classic from the cartoon about the crumb of raccoon. Smile to man with whom you meet. By remembering the rule: the eldest first serves the youngest hand, a woman is a man, the host - the guest, act in accordance with it. Do not be afraid to say a compliment: "You have a very solid voice, and you look so young" or something in this spirit. Have a business card of an elegant design - you still stretch it in any case.
First contact
Install the visual contact, see more often in your eyes. When he says, listen carefully and nod. Something will certainly write down, say: "Thank you, great offer. Be sure to take into account him in his work." By the way, when you get to sit down, it is better to get a little on the side of the client, it is desirable - to the left of it (the phone and other workers stand on the right, to oppose themselves to the customer).
Meeting with the client without lowering your status
Be calmly and confidently. Even if you are a big boss - he is not your boss. Let a person sees that you are a professional of your business, a well-known material and, with all respect for him, it is not intentioned. Friend - yes, please - no.
Scenario meeting with client
Do not forget about the initial plan. Try to make the conversation not interrupted. If you call the owner of the Cabinet - well, here you are powerless. And on the question "coffee, tea, water?" - We advise you to answer: "Waters, please" in order not to be distracted by questions like: "with sugar? With milk? With lemon?"
Moreover, cold water Convenient: You can make a few sips and retain a glass. It helps calm down and gather, and a long pause to drink coffee - not in your interests, the customer must be all the time "on the rod".
The purpose of the meeting with the client
Show the client that you are ready to defend his interests. If you can clarify something immediately, turn on the mobile phone, contact the company and make changes to the contract, program, color solution, etc.
Ignore customer requests - it is impossible! He sees that they treat him with respect, and penetrates you confidence. Having received some kind of benefit, he most likely will not bargain because of prices, and also go to meet you.
Plan b, in and g will not interfere
A personal meeting with the client often implies the expectation of its planned plan, so you need to prepare in advance for possible options for the development of the dialogue.
If you understand that the customer, despite all the preparatory actions, the goods do not want to acquire - this does not mean that the meeting should be interrupted. Be prepared politely and competently adjust its position.
Show your own object, offer similar products with several other parameters, advise on private issues.
"No" at the first meeting - this is not "no cooperation"
The lack of a positive results of the first meeting does not mean that you are "corpusted". Or you caught finished Samodor (it happens!), Or the customer has not yet digested the information. Take the initiator of the re-meeting: "Do you want to think about the situation again?
Let's do this: exactly in a week, at that same hour we will meet again. If any changes arise, mine business card You have - call, adjust the plans. "
Such an end of a business meeting allows you to "not lose face" and good enough to say goodbye; By the way, it is very likely that the customer really needs to think.
Knowledge of your business, goodwill and confidence will help you correctly hold business meetings and achieve results.
