Ronさんの営業、ステップ#7 クロージング前のチェック、価格交渉に入るべきか否か？

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.

価格交渉に入るべきか否か？相手に買う気があるか否かの見極めが必要。価格情報だけを利用されないように注意すべし。
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.

Ronさんの営業、ステップ#6 製品のデモを成功させるには？「断る力」も必要。

STEP #6 DEMONSTRATING THE PRODUCT:　製品のデモを成功させるには

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。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!!

Ronさんの営業、ステップ#5 プレゼンテーション

STEP #5 PRESENTING THE PRODUCT:　プレゼンを成功させるには？

機能ばかりでなく顧客価値を売る
A good product presentation makes negotiation easier. The better the presentation is, the easier the closing. The more value you can create of the product in the presentation, the more the customer will pay, as there is less chance he will ask for a big discount. Not only features should be presented, but also customer benefits should be explained, and the salesman should check to confirm that those benefits are important to the customer.

選定基準と意思決定者の明確化
『理詰めの営業』では、「競合分析」の際に選定基準の明確化を求めています。これを顧客から聞き出すのが営業の力です。
The salesman should determine what the customer's main decision making criteria are. Is he a person who makes his decisions based on logical data, or is he a person who very strongly bases his decisions on the impact it will have on the people around him?

あらかじめ顧客のニーズと購入意思を確認すべし
『理詰めの営業』の「会議設計」を活用して、「出席者の思い」を予想しましょう。
The presentation should be tailored to the customer's buying motive, and the product should not be presented until the needs, wants, and ability to buy are fully understood. Remember, showing is better than telling, and letting the customer do things is better than just showing him something.

よいプレゼンには練習が必要
A good presentation takes practice, just like an actor rehearses his lines, or a tennis player practices his serve. It is far better to practice on your own or with a coach than in front of the customer or a person you want to influence. Making mistakes in front of a coach can be very valuable. Making a mistake in front of someone you want to influence can be very harmful.

What I did in my vehicle seminars is first give a slide presentation of the vehicle in the seminar room. Later on in my career, I used PowerPoint presentations on the features of the vehicle. After that, we walked outside to the vehicle, and I walked around the vehicle presenting each feature. I put cards of features and benefits all over the vehicle where those features should be presented to the customer.

Then, I selected six people from the group to participate in a presentation contest. For each presentation one person was the salesman (the presenter), one was the customer (He only listened to the customer.) And the rest of the participants judged the contest with a feature check sheet. At all times, people were learning and hearing the features. As a matter of fact, they heard and saw the features as much as eight times. That exercise has been a huge success, even for the highly skilled, professional sales person. The repetition improved the skill level. You could very easily see it after the third contest presentation.

A salesman is like a teacher, if the customer (student) learns well, more loyalty will be built up, and the chance of selling will improve.

Ronさんの営業、ステップ#４ 製品の選択

STEP #4 SELECTING A PRODUCT:　製品の選択

何を顧客に提供するのか？
Before you can satisfy a person’s needs, you have got to know what you have to offer. You have got to know the features and user benefits of your product, service or value of your ideas. Therefore, before you can select a product (or make a suggestion on an issue) you have to have the appropriate knowledge. Product knowledge (or appropriate product information) is vital. Also, clearly knowing the requirements of the customer as explained above is vital.

顧客のニーズを把握
You can never select the right product for a customer if you do not thoroughly know the products' features and user benefits. Studying the product is essential. Knowing the customer through good qualifying and counseling is also vital to make a good product selection. A bad salesman/customer relationship is often created when a salesman selects a product and gets into a presentation before the buyer’s needs, wants and ability to buy is determined.

自分の会社の実情を知る‐『理詰めの営業』の「自社分析シート」を活用して自社の強み・弱みを分析し、対策を立てましょう。
Knowing the company’s ability to supply the product is also important. This includes knowing what specifications the company is ordering, knowing what is in the company now, knowing what is being delivered soon, and knowing what has been ordered. This is also necessary. Armed with that information you can select the correct product and the features that should be important to the buyer.



ステップ#5は、製品紹介のプレゼンですが、「会議設計シート」を用いて、準備をしましょう。誰が出席するのか、出席者はどのような考えで臨むのか、あらかじめ予想すべきです。