Global Interaction & Understanding - A Personal Journey : No.29 さらなる信頼関係の構築

STEP #9 ONE SALE MADE:　更なる信頼関係を構築

One sale will not make a career for a salesman. Most of the time making a sale is good for the salesman and the customer. This is a "WIN-WIN" transaction. The salesman gets the sale, and the customer gets the value he is looking for in the product. If the salesman sells the product, but the customer is not happy for some reason ("WIN-LOSE"), the salesman may also lose. If the salesman sells the product at a loss ("LOSE-WIN"), he is not providing for himself or the future of the business, which may adversely affect the customer’s after sale support and advice. If a sale is not made because the salesman did not do a good job in all of the steps in the Selling Process, the salesman will probably lose the sale, and the customer will lose the benefit of the product ("LOSE-LOSE").

This step simply put, is to inform the customer that the relationship is not over. The salesman should tell the customer that he still is concerned about him getting the value in the product that the salesman explained in earlier steps. This is a tremendous trust builder for the salesman.

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Global Interaction & Understanding - A Personal Journey : No.28 クロージング時の問題点は？

STEP #8 CLOSING THE SALE:　クロージング時の問題は？

Closing the sale should address three problems. They are price, terms of payment and why buy now. It is putting in writing what you have verbally already agreed on.
If the salesman has done a good job in all of the other steps up to this point, closing should be very easy. If the sales person has done a good job in building value in the product, the customer will buy.

営業の責任は
It is the responsibility of the salesman to (1) complete a purchase order and ask a closing question, (2) determine any objections, (3) ask the customer if he will buy if those objections are solved, and (4) get a signed counter-offer from the customer. A salesman in a truck or car dealership is only an agent for the dealership, and he should not refuse any offer, as he does not own the vehicle himself.

ディスカウントが必要な場合は
If you must discount and negotiate with a customer, (1) Start high, (2) justify the price, (3) come down slowly, (4) always give a reason for coming down, (5) not lower your price until the customer raises his, (6) continue to sell value, (7) make the negotiation fun and interesting.

顧客のタイプを見極める
While negotiating with the customer and using many different closing techniques, the salesman should determine if the customer is a quick deciding person or a person who likes to take his time and gather a lot of information and opinions. If he knows that, he will know how fast or slow to go with the customer.

Ronさんの交渉テクニックの一つ
I enjoy presenting the product much more that negotiating price, but just for the fun of it, here is one closing technique.　　It is called “Reduction to the Ridiculous Close”. Here are the steps:

1. If the customer says the price is still too high after asking for the sales several times, ask the customer what he expects to pay.
2. Subtract the sales price given from what he expects to pay.
3. Then ask the customer how many years he plans to use the product. (For a vehicle, this can be as long as he has kept his current vehicle.)
4. Divide the difference between what he planned on paying and what the selling price is (#2) by the number of years he plans to use the product (#3).
5. Divide #4 above by 365 days. This is the extra cost of buying the vehicle on a daily basis. It is usually just a few cents.
6. Ask the customer to buy the product, as he is only paying a few cents a day for all of the benefits of the new product which he did not know before he received a detailed presentation from you.

大事なことは顧客を知り見極めること
If the customer still hesitates to buy the product, he may be a person who needs to think the purchase through for a while or a person who wants to gather more information for a while and decide slowly. Some people gather information in public in front of people. They make decisions when alone. Other people gather information and study alone and decide in public in front of the salesman. The salesman should consider what type the customer is.

Other than that, the salesman may have made a mistake in qualifying the customer, selecting the right product or presenting the features of the product.

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Global Interaction & Understanding - A Personal Journey : No.27 クロージングの前にチェック

STEP #7 ASKING A TRIAL CLOSE QUESTION:　価格交渉に入る必要があるか？

クロージングの前の営業ステップまででミスをしていないことの確認
Asking a trial close question is to confirm the salesman did not make a mistake in any of the previous steps in the selling process.

質問の準備。どのような質問が有効か？
They are questions like, "If we can get this vehicle into your budget, how would you like to own it?” or "When do you want to take delivery?" If there is any negative response, there is a reason, and the salesman must find out what it is.

営業がうまくいかない可能性は？
If the salesman did not make a good first impression in the meeting and greeting, more than likely the customer is not telling him his situation or giving him enough information. In the worst case, the customer is not telling the salesman the exact truth. In that case, the salesman should introduce the customer to his manager and get out of the relationship.

Possibly the salesman did not qualify the customer correctly. Maybe the customer can’t afford a new vehicle. Possibly he can only afford a used one or to repair his current one.

Possibly the salesman does not have enough product knowledge and selected the wrong vehicle. Or, he selected the product the salesman wants to sell but is not what the customer wants to buy.

Possibly the salesman gave a poor vehicle presentation, and the customer does not know what he is buying.

Maybe the customer does not have much confidence in the product and needs a demonstration ride.

価格交渉に入る必要があるか？
This is the best time to find out if you’re on the right track. You do not want to start negotiating price of a product the customer doesn’t need or want.



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Global Interaction & Understanding - A Personal Journey : No.26 デモを成功させるには？

STEP #6 DEMONSTRATING THE PRODUCT:　製品のデモ

Ronさんの近況：自宅でネットを使いU社の海外営業の仕事などを実施中。大田区のボランティア活動、Red Hut社の組織改革メソッドに共鳴しブログを掲載中。



A good demonstration is very important, as confidence is built in the product. Just like buying shoes, a customer is more confident in the shoes if he tries them on and walks around. A demonstration is the same as a product presentation, but features, which cannot be shown when the product is not in use, is presented.

デモには十分な準備を。
一般的な製品では、顧客の課題を解決できること、他社に優っていることを証明する必要があります。そのため他社よりの後にデモを行い、他社情報を入手した上で行うことが肝要です。
また、購入の可能性の少ない顧客にはデモは行わないことも検討すべきです。デモのコストもバカになりません。うまく断るのも営業の力です

以下はトラックのデモのケース。
To make an effective demonstration ride for vehicles to be sold in a dealership these rules should apply:

1. The vehicle should be clean inside and out.
2.　The salesman should always drive firsｔ.
3. The salesman should only drive on a planned route decided by management.
4. The route should go through a number of driving conditions and situations, which shows various vehicle features. (For example, acceleration, off-road driving, grade ability, maneuverability, braking, cornering, interior quietness in a noisy area, etc.).
5. There should be a turnaround point where the customer drives back to the dealership.
6. All potential drivers should drive the vehicle if possible.
7. The demonstration ride should be active and not passive.
8. Going in crowded areas, dangerous areas, or by competing dealerships should be avoided.
9. The demonstration ride should be about 8 ~ 10 minutes long.
10. The salesman should ask a trial close question before returning to the dealership.
11. The salesman should ask the customer to park the vehicle next to his current vehicle to compare the two vehicles. That difference is what you are selling.

Using all the senses will help insure that the product is not easily forgotten.

After I left Isuzu Motors and started working for Unika Company Limited, a Japanese hardware accessories manufacturer, I took that same detailed concept and applied it to cutting tools for the construction industry. My customer in the United States set up a demonstration program for exhibitions throughout the country. Also, with the marketing manager of that company, I developed 3-4 minute videos demonstrating the products. After that and building up customer testimonials which I will talk about later in this chapter, sales tripled and I sold the total production capacity of the company!!



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