Training "psychology of communication with a client in a beauty salon." Effective communication with clients

Before reading this article, answer yourself one question: “How often did you enjoy communicating with a salesperson in a store and wanted to return there?” The ability of staff to communicate with customers is one of the tasks of any business. It will help us solve it psychology of communication with customers. No, this does not mean being polite or having good communication skills. We are talking about the ability to establish contact from the first words, correctly identify a person’s needs and, most importantly, satisfy them correctly.

So, in the process of communication with the buyer there are 4 stages:

1. Contact
2. Identifying needs
3. Satisfying needs
4. After-sales service

Scheme of the 4 points described above

Stage 1: contact with the client

First of all, any seller needs to understand that by establishing contact, he is NOT selling anything, but only getting the opportunity for further communication and exchange of information. If the seller remembers this, then the dialogue becomes more productive, because we do not try to say in one first phrase all the advantages of the product or store and do not scare away the buyer.

Many companies have a common requirement to greet every client - but this must be done correctly and sincerely, or it is better not to do it at all. The greeting should show that the sellers are happy, but you should not jump up from your seat and immediately run after the client to shopping room. It is best when there is eye contact at the entrance and a greeting - maybe just a slight nod of the head. If for some reason you couldn’t say hello, don’t worry.

It is also important to ensure that you greet the buyer in the store only once (in case there are several sellers). To do this, it is easy to set a rule - the seller who is closest to the entrance says hello.

It is necessary to greet the buyer once. Let the seller closest to the entrance do this.

It is worth remembering an already established fact - the first impression of a person is formed in 7 seconds, and then it is only consolidated. There will be no second chance to make a first impression.

Stage 2: identifying needs

After the first contact, it is important to give the person the opportunity to get comfortable in the space and look around. The time during which you should not approach it at all is usually determined empirically. If the store is no more than 15 sq. m. – then one minute of calm study of the assortment is enough. At the same time, you don’t need to look closely at the buyer; there is always something small to do in the store - you can correct price tags, rearrange boxes, wipe down shelves.

Give the person time to look around and get comfortable in the store.

Let me give you an examplethe practice of one of the world's largest retailers - the GAP brand - at the entrance of any branded store there is always a table with various things, and near it there is staff who are always doing something - sorting, folding, laying out, wiping, cleaning, etc. The staff is there every second of working time - they change, go to lunch, but one of the staff is always there. So this seemingly strange character, who doesn’t sell anything in particular, plays very important role! It gives anyone entering the opportunity to define themselves in a new space and decide whether to go further and where. And this person, as if by his very appearance, makes it clear that he is always ready to help - to suggest, guide, listen.

When a customer spends the first minutes in your store, he in any case looks at the product that attracts him. And the seller can always track exactly where the buyer is looking in order to make a personal offer.

For example:

The man paused at the display case with sneakers. So the seller hurries to him and the person hears the usual: “Can I tell you something?” This question takes you out of your thoughts: “blue or black?”, and delays a positive purchasing decision.

But if the seller starts talking about the model that the buyer is looking at, “yesterday one boy begged for these exact sneakers from his mother, can you imagine? He begged so nicely - like a kinder, he really liked them.” - then he begins to talk about what the buyer wants to hear. If additional arguments are introduced into this story, then the purchase can be considered completed.

As a rule, a person entering a store experiences an unconscious fear of the seller, that now they will immediately offer him something and force him to buy, or that they will waste time and effort on him, and it will be inconvenient not to buy anything.

To avoid this, be relaxed

Seller's task– be relaxed and sincerely try to help resolve the issue. Intrusive phrases: “How can I help you?”, “Are you interested in something specific?”, “Can I be of help to you?” - they only scare you away, distract you from your thoughts and make you think only about how not to buy too much here.

Knowing this, we find the “right” phrases for the first communication, for example:

• “shoes with a bow are very popular this season”
• “a child can wear this model down to -30 degrees”
• "used here latest technology making insoles"

Phrases must be prepared in advance. If a person reacted to any of them, you need to know how to continue the idea and talk about the amazing properties of what you want to sell. You shouldn’t expect the buyer to respond to the first phrase, so after waiting a little, you need to voice the second and, if necessary, the third.

After short story about the product, your question should follow again - this way, control of the conversation remains on the seller’s side.

During the conversation, clients need to be questioned, “guided” on the topic of the conversation, and asked a lot alternative questions. At the same time, you need to understand that a person is not always interested in the product to which he initially reacted and the need is completely different. That is why, without fully identifying, including hidden needs, you should not move on to the presentation of the product.

Be on the same page with the client to understand what he wants

What to do if there are several buyers?

Often there is only one salesperson working in a store, and there are several customers, especially during rush hour. In such cases, it is imperative to establish contact with the second buyer, having previously obtained permission from the first. You can ask the first to give you the opportunity to greet the second, and, in turn, let him know that you will be free soon. Thus, verbal contact is established with both of them at once, and both of them are likely to continue communicating with you.

As you can see, this is not an easy task, so sellers must be well prepared to communicate. More interesting information There is an article on this topic:.

Psychology of communication with customers, stage 3: meeting needs

In fact, at this stage the presentation of the product takes place.

It has long been a known fact that “a good salesman listens as much as he talks.” I'm sure we listen a lot during the needs identification stage. Don't neglect this now. The more the salesperson listens to the client, and not just pretends to listen, the more successful the sale will be.

Know everything about the product and even more! Buyers don’t like it when the seller “floats”, cannot accurately describe the product, or, even worse, reads from the label. All the time while no one is in the store should be spent studying and memorizing the properties of the product. It may also happen that the buyer knows about the qualities of the product no worse than the seller himself - in this case, there is no need to compete with the client in knowledge, but it is worth discussing the advantages and leading him to the right conclusions.

It’s bad when the seller “floats” in knowledge and doesn’t know what to say

Customers often come to children's shoe stores with children. Be sure to say hello to the child, give a compliment, paying attention to the toy in his hands, the stroller, or clothes. It makes sense to please a child no less than his parents, because very often the choice of store is his.

You need to be interested in the client’s opinion, give him the opportunity to evaluate the proposal. During the sales process, in no case should there be a monologue from the seller - in 90% of such cases the sale will not take place.

It is important to understand that you cannot argue with the buyer. It is worthwhile to gently and unobtrusively discuss all the client’s doubts and objections, and through additional questions and active listening, come to a joint conclusion about the need for a purchase.

When identifying additional or hidden needs, don't forget to cross-sell or sell additional assortment - when else will you be able to do this, if not now!

Stage 4: after the sale!

The cost of attracting a new customer is much higher than retaining an existing one, so after-sales service is very important for any store.

Making a person loyal to your store and keeping him is an important task

Tell the buyer about all the ways to care for shoes, and even better, sell them special means along with the main purchase. Suggest interesting options storage This will give you a boost to your store.

Reveal to your client all the advantages of his new status! What do your clients get from the partnership? What privileges await them?

And in conclusion

It is very important to treat the buyer carefully and kindly both after making a purchase and in the case when he has not purchased anything. A polite farewell and a smile on your face should always be there. Remember, the purchase does not end with a receipt.

Shoes for children are bought several times a season, which means that very soon you can meet your buyer again; and from how they said goodbye in last time, depends on how you say hello again.

Today I own retail store children's goods - clothing, shoes, toys, transport - and two online stores. Ten years of experience in sales gave me strength when starting my business, but there were also many difficulties that I did not even suspect.

So that the client wants to return to the beauty salon, so that he trusts his appearance to the specialists of this salon, so that he feels comfortable in psychologically - To do this, you need to build correct communication with him, correctly build the psychology of communication!

A beauty salon worker must be a psychologist to some extent. And to do this, you should know what types of clients exist, what are the features of each type and how to approach them.

It is at the training “Psychology of communication with clients in a beauty salon” that you will gain universal skills in communicating with your clients.

This training is necessary for workers in the beauty industry: cosmetologists, hairdressers, massage therapists, manicurists and beauty salon administrators.

During the training you will learn:

• how to build long-term relationships with clients;
• how to increase the number of clients;
• how to gain confidence in the quality of the “seller” of services and goods;
• how to master successful presentation skills;
• how to effectively deal with client objections;
• how to increase sales and services;
• how to increase financial results for the salon and its specialists.

Program

I. Effective work with clients

• Customer orientation
• Types of clients
• Visual psychodiagnostics
• Strategies and algorithms of behavior with clients according to their typology
• Building effective relationships with clients
• Features of working with different clients: women, men, children
• Reasons for losing clients. Preventive measures
• Methods and methods of winning customers.

II. Basics of conflict management in a beauty salon

• Conflicts in the salon. Analysis of typical situations
• Ways to effectively resolve conflict
• "Correct" vocabulary of specialists
• Dealing with client objections

III. Standard of communication with clients

• Workplace Organization Standard
• Client Meeting Standards
• Service standard
• Service provision standard

IV. Code of Ethics for a Beauty Salon Specialist

• Internal regulations of relations
• Standard of appearance for beauty salon employees
• Standard of professional etiquette
• Standard for promoting salon services

Reviews

21.03.2019Varygina Ekaterina Sergeevna
Teacher: Alina Orton

I really liked it, the lectures were interesting. Alina has crazy energy.

18.02.2019Christina

Good afternoon I don’t often write reviews, but this time I decided to! I trained as a personnel manager, excellent approach to each listener, you can ask questions on any subject, clarify everything, they will tell you everything with examples. A unique presentation of the material, live communication with the audience. Individual approach (even though I studied in groups). We often went to a meeting, everything was always solved, the main thing was to warn and then agree. Organizational issues were poor at first, but then everything went smoothly. I especially liked the theory teachers: Elena Aleksandrovna Tarasova and Elena Vyacheslavovna Godunova, the practical teacher: Galina Anatolyevna Usacheva. Thank you very much!!! I hope I won’t let you down in applying the acquired skills, especially practical ones!! Galina Anatolyevna, special thank youoooooo)))

07.02.2019Ignatenko M.G.

Thanks everyone! I would especially like to say Thank you! Tarasova Elena Alexandrovna. Informative, not boring, a lot of new things!

22.11.2018Shengareva Valeria Valerievna
Teacher: Alina Van Orton

A wonderful teacher! Explains clearly and takes his time. The homework is quite adequate in scope. The classes are very interesting. She is very sincere and friendly, and at the same time manages to give maximum knowledge in one lesson.

1. Smile

It's free and it prolongs your life. And, perhaps, it works most effectively. If you are in different sides computer, you can still smile at the client: in a friendly tone in a letter, website, social networks. Politeness is the key to anyone, even the buyer of a concrete mixer! :)

Imagine that you are creating a shopping cart in your online store. In one case, the site tells the buyer “Thank you! We have received your order, today we will collect it and prepare it for shipping. Our courier will call you in advance to coordinate delivery time,” and in the second, “Order No. 123 has been sent.” What text do you think is written with a smile?

2. Ask

Just don’t even think about asking the question “Can I tell you anything?” An emotional person may think to himself, “Am I blind? I can already see everything!” Of course, he won’t say this out loud, but he may be left with the impression that he was looked down upon in this store. The same goes for other phrases: “Do I need help?” - “Am I completely weak?”, “What interests you?” - “If I had known, I would have bought it right away”, “Have you already chosen the right product?” - “If you are in a hurry to sell me something, then I will go to another store where they will not pester me.” Of course, we are exaggerating a little, but main idea did you understand. This also applies to online sales: intrusive pop-ups and direct messages repel, rather than push to purchase. It’s better to ask who he is buying the product for, clarify the details of the order, packaging, and delivery. Ask the buyer questions that he will be happy to answer.

3. Be hospitable

This is more difficult than it seems, although you can say: my salespeople or myself are always friendly, what more do you need? But buyers always sense feigned politeness “for show,” and distinguish it from true hospitality. Imagine that each of your clients is an old acquaintance whom you have not seen for a long time. You will immediately feel a friendly attitude towards him, but it is difficult to hide it.

4. Ask for feedback

The client will be happy to spend a couple of minutes with you to tell you what he likes about the product and what he would like to improve. It’s the same with social networks: users are more willing to repost and answer questions under photos and videos if you directly ask them to do so. This way you can more effectively collect information about products and improve them.

5. Be proactive

Immediately inform everything regarding the order: terms, price, special conditions delivery, lack specific model in stock. Most orders in a store follow a well-trodden path: a person finds out the price, delivery and payment methods, and then makes a decision to purchase or postpones it. Don't make him pry every detail out of you.

6. Respect the visitor's decisions

The client is uncomfortable communicating with you on the phone in work time and is it much easier to respond to messages in the messenger? Great! Don’t miss out on a regular client just because you’re not used to communicating with clients, for example, on Telegram.

7. Pay attention Special attention to those who doubt

The most common reason is price. A person thinks: “Is this product worth the money they are asking for it?”, but not everyone dares to openly say that it is expensive for him. Offer him a similar product, but cheaper, ask what the buyer’s expectations are from the purchase. Remember that the final decision is always up to the buyer, so give him the opportunity to choose.

8. Don't judge the buyer

Especially according to appearance- he can be very deceptive. The worst thing is when the seller’s attitude towards the buyer, his politeness and willingness to help directly depends on this. Be caring and attentive to any buyer - this will help reinforce in him the desire to make a purchase from you.

Service in different service sectors requires special approaches to clients. There are both general rules official communication and specialized techniques business communication. As practice shows, following recommendations from psychologists and marketers in this area helps to increase the efficiency of an organization, as well as create a positive image for it in the market for providing certain services. At the same time, the rules of communication with clients also provide for compliance with basic standards of behavior, which are determined by ethical considerations and general ideas about morality.

How to establish communication with a client?

In the very first seconds of the conversation, you should let the interlocutor know how his time will be spent. It is advisable to omit phrases that do not have meaning, even if they are planned to be used as a means of location potential client. Politeness is important, but overuse of politeness can create a negative impression. Standard interactions with clients also exclude attempts to get a quick response from the client agreeing to anything. You need to be understanding of his right to refuse and also respond adequately without changing. Even if a particular client is lost forever, a negative impression of the company will remain and may affect the image in the future.

The beginning of the dialogue should be as informative and comfortable as possible. It is advisable to briefly but clearly talk about the purpose of the conversation, the intentions on the part of the employee and explain exactly how this contact can be useful. An individual approach also matters. For example, the rules of communication with a manicurist’s client provide for the initial construction of a confidential dialogue. Specialists in this field work directly with the human body, so a touch of sincerity in this case is indispensable. The so-called ones, for example, should not be used.

General principles of business dialogue

After the introduction and the first introductory information, the employee is given no less responsibility. Even if the client has directly expressed his interest, you should not relax. Communication should be built in the style of a friendly conversation, but without serious deviations on topics not related to the company’s offer. At the same time, you should not overload the client with an excessive amount of data. If you have to discuss a wide list of issues in one conversation, you need to initially systematize them, as required by the basic rules. Communication with the client must be initially thought out and prepared. It is recommended to prepare lists of questions in advance or at least keep them in mind, discussing them in doses during the conversation. But it’s also not worth asking them in a continuous stream. After each question, you can take short pauses, include correct jokes, or shift attention to less complex aspects of the topic being discussed. The client should feel comfortable, but at the same time not fall out of participation in the discussion.

The role of emotions in the communication process

There are different points of view on how and whether a manager should show emotion. The cold calling technique has already been mentioned, the very idea of ​​which is based on the complete exclusion of this aspect. In other words, the employee is required to inform the client dryly, correctly and relatively quickly and, if necessary, obtain the necessary information from him. But such calls do not at all exclude formal compliance with the rules of communication with phrases of gratitude, apology and appropriate farewell.

But the same rules of communication in a beauty salon with clients exclude such a technique. And not only because of the need to build trusting relationships, albeit on a business basis. Long-term relationships with business partners and clients are more fruitful if employees demonstrate their human qualities. Open and sincere expression of emotions is attractive and puts people in a more positive mood. Another thing is that such manifestations must be controlled and not conflict with the interests of the company providing its services to the client.

Features of dialogue on the phone

The specifics of telephone conversations also require their own characteristics. When starting a conversation, it is not recommended to use phrases like “You're worried about...” or “You're worried about...”. Although they are outwardly harmless, they initially create a negative stylistic connotation, which should be avoided. Next, you need to introduce yourself from the company and get straight to the point. When making incoming calls, the rules for communicating with clients on the phone also do not recommend picking up the phone after the first signal. An immediate response may mean that the manager is either impatiently awaiting this call or is inactive. Even if in reality everything is different, it is advisable to give the client the opposite impression of being busy, that is, answer after the second call. In the future, the course of the dialogue should be built with an emphasis on correct intonation. As experts note, the tone and manner in telephone conversation sometimes have higher value than its content.

Rules for communicating with older clients

This is a special category of people, which also requires a special approach. A peculiarity of an elderly person from the point of view of participation in a business dialogue is a violation of attention and concentration. That is, the manager will need to show more patience. But there are also positive aspects. In particular, in such dialogues the percentage of conflict-generating phrases is minimal, which guarantees comfort for the employee himself. One way or another, the memo on the rules of communication with older clients recommends more thoroughly forming a trusting contact with the person and thoroughly explaining to him the nuances of the offer. It is advisable to minimize manifestations of insincere emotions. Although they may seem truthful from the outside, it is older people who often reveal them, which becomes a barrier to further interaction.

The nuances of communicating by email

Electronic correspondence as such greatly simplifies the manager’s tasks. Of course, a lot depends on the format and conditions in which the dialogue is conducted, but the absence of the need to hold the client’s attention and stir up his interest in this case makes it easier. However, the text itself should be as informative and useful as possible and at the same time not too dry. For example, rules for communicating with clients e-mail indicate the need for a small summary part in the letter. That is, at the very end there should be a reminder of what step or decision is expected from the addressee.

What can and cannot be said?

Experienced managers, almost at the level of reflexes, exclude from the process of communication with clients undesirable manifestations in manners, speech style and statements. In particular, the rules and standards for communication between staff and clients strictly prohibit criticizing their actions under any pretext. On the contrary, employees need to demonstrate an extremely positive attitude, and problematic nuances and situations are resolved by a senior manager or supervisor.

Also, in communication with the client, a lack of indifference is encouraged. This can be expressed, for example, in efforts to anticipate his desires or plans. That is, the employee offers in advance suitable services that have not yet been discussed, but they may well follow. In this context, the rules of communication with a manicurist’s client can be expressed in the provision of an expanded range of services that will organically complement the existing list of the completed offer. So, along with a traditional manicure, a visitor may need a SPA session. Clients are more willing to agree to Additional services when proposals come from the employee.

How to end a dialogue correctly?

As noted, it is advisable to end conversations with a brief reminder of what decision will be expected from the client. In this sense, the rules of communication with clients in a hotel, for example, require the manager to remind the client about the location of the establishment, opening hours and reception times. But in any case, the potential client should be left with a favorable impression. This concerns not so much his interest as the emotional aftertaste, which should be positive.

Conclusion

IN last years experts note a trend towards simplifying communication standards in business. The fact is that strict rules for communicating with clients complicate the conversation process, and often make it stereotyped and repulsive. Therefore, the emphasis is increasingly placed on more open, sincere and, again, emotional dialogues, which make it possible to reduce the distance between the company representative and the client. Another thing is that this style of behavior requires considerable experience, and good result brings only in certain service areas.

The success of retail businesses is directly related to how their staff communicates with people. From the first minute of a telephone conversation until the moment the client leaves the enterprise, every word in the dialogue between the employee and the buyer is a component of a successful transaction. This is all the more important since communication between the staff of a service enterprise and consumers of its services most often occurs one-on-one one.

The ability to communicate with a client does not come down to simple communication skills. The conversation with the client should be structured in such a way that it results in the purchase of a product (service) of this particular enterprise, as well as a repeat visit by the consumer. In the process of competent communication with consumers of services, it is possible to:

install strong and long term relationship with clients;

receive prompt and reliable information about the quality of services provided;

identify and study new customer needs and requests;

avoid conflicts, disagreements and misunderstandings between the parties;

convince the interlocutor (client) of the correctness of his choice;

establish trusting relationships;

increase sales volume and gain a foothold in the market.

Research has shown that during communication, information is exchanged in three directions: the visual signal makes up 55% of the volume of the message; voice tone conveys 38% of information; and only 7% of information is transmitted directly in conversation. Therefore, it is equally important to understand what information the client conveys to the seller with his facial expressions, gestures, posture, and what information he conveys with his movements.
The client can feel a caring attitude towards himself if the seller conducts a conversation with a slight lean forward, his face expresses complicity. The openness of an enterprise employee towards the client can be demonstrated by leisurely gestures, a straight, level back, a calm facial expression, and neutral eye contact. Ease in conversation is expressed by a smile, wide-open eyes, and a calm and soft posture.
It is considered unacceptable to display aggressiveness towards the consumer of services - a tense posture with the chin pushed forward, arms folded on the chest, clenched teeth and burning eyes.
Voice and intonation carry 38% of the information that people transmit and receive in the process of communication. Speech experts say that low voice preferable because it is easier to hear and sounds more pleasant. A voice lacking intonation sounds monotonous and does not allow the listener to fully perceive what is being said. If the intonation goes up towards the end of the phrase, the listener involuntarily expects a continuation.
Everyday courtesy is the most important component in the service industry. Special meaning politeness applies when communicating on the phone, since the interlocutors are deprived of the opportunity to see each other. A polite voice during a telephone conversation should sound pleasant, filled with patience and sympathy.
The voice can be quiet or loud. The volume of the voice reflects interest, sincerity, and confidence in what was said, but at the same time it can demonstrate impatience and irritation.
Speech speed is also important. Speech that is too slow can irritate the interlocutor, and if the pace is too fast, attention is concentrated not on the content of the conversation, but on the speed of speech.
Good diction, clear pronunciation, professional terminology, rich lexicon characteristic of a confident, businesslike, well-educated person. Vague wording and slurred pronunciation create the illusion of carelessness and sound unconvincing.
When communicating with clients, it is necessary to avoid condescending, edifying intonations. This does not contribute to trusting relationships and causes a feeling of protest in the consumer. 0 Although the words themselves contain only 7% of the information received and transmitted, their meaning should not be ignored. It is with the help of words that communication becomes substantive. At the same time, there are words that are always appropriate and work for success, and there are those that need to be excluded from the lexicon. Words can scare away a client, but they can also attract him to long-term cooperation.
Expressions such as “You should”, “You should” should be avoided. Instead, it is preferable to use phrases beginning with the words: “Would you like to”, “Would you like to”.
Such common phrases as “I’ll try”, “I’ll try” cause a feeling of bewilderment in the client. His desire seems impossible, the employee of the company abdicates responsibility for the final result, and as a result, the client loses confidence in both the service offered and the company.
It is better to formulate this way: “We can offer you”, “We can do it this way”, “You should like it”.
When communicating with clients, the preposition “but” should be completely eliminated. “But” sounded after any phrase completely negates everything previously said. It's better to say "however"; this ensures a smooth transition to new information, possible options and alternatives.
The client's name is one of the words that has magical power. Addressing the client by name" emphasizes the individuality of communication; creates the feeling that the entire staff of the enterprise is ready to take into account any wish of this particular person. The names of regular clients should be included in a special client directory, a client file, a personal client card, a schedule of daily visits, etc. .
Some words, regardless of context, have a strong emotional connotation and therefore can be used to influence the opinions of consumers and clients. For example:

to attract customers over 60 years of age, you can use any words related to the concept of “cost”, cheap, economical, guaranteed, quality, price, etc.;

words related to the concept of “health” will help attract a wider range of customers aged 40 to 60 years - safe, clean, natural, environmentally friendly, proven, authentic, reliable, etc.;

for clients age group from 25 to 40 years key concepts are "success" and "attractiveness". Accordingly, the preferred words would be: popular, status, prestigious, ambitious, independent;

For clients under the age of 25, the following words are especially significant: stylish, entertaining, new, stimulating, fun, progressive, modern.

Effective Communication Communication with a client requires not only the ability to speak, but also the ability to listen. Listening is considered a key element of communication and requires active work. This allows you to absorb the information that the interlocutor conveys. An attentive listener must be able to understand the client's hidden hints. At the same time, it is important not just to listen to the words, but to capture the general mood of the client. All this helps to accept Active participation during conversation.
If a client reveals some facts about his personal life, he expects a certain response. Its absence leaves the client with the impression that he is being ignored. At the same time, it is unacceptable to display excessive curiosity. It is enough to show polite participation, make a sincere compliment, and demonstrate your interest.
When talking with a client, an employee of an enterprise can voice his feelings or hidden thoughts, commenting on one or another statement of the client. This method of “reflective listening” helps to focus on the client’s emotions and clarify his wishes.
Another form of active listening is paraphrasing in the form of verbatim reproduction, interpretation, and summation of what was said.
All these methods of participating in a conversation facilitate communication, give business conversation trusting character. As a result, the consumer becomes more receptive to advice; inclined to make a positive purchase decision to which an employee of a service company leads him.
The establishment of a trusting relationship between the manufacturer and the consumer of services and the achievement of a positive result is facilitated by the use of ready-made, pre-thought-out dialogue scenarios. They will help familiarize the client with the list of services provided by the company. Scenarios for such dialogues will help avoid misunderstandings, which are most often the reason why the client does not use the services in the future of this enterprise. The dialogue when saying goodbye to the client should be structured in such a way that the client leaves the company with the thought of a new visit.
Planning a future client visit is based on a discussion of the features and advantages of the services offered by the company in comparison with similar service products of competitors.
To get the most detailed information from the client about his expectations, needs and requests, you must be able to ask questions. Any question, regardless of its content, controls the consciousness of the person involved in the conversation. Therefore, the right questions are: key element in communication with the client.
Most effective method To start a conversation that will be interesting to the client is to ask a question containing a tempting offer. An introductory comment from an enterprise employee should make the client want to learn more about a particular product or service. By asking guiding questions, an enterprise employee (salesperson) can better understand the client’s desires and needs, and also carefully guide him to making a positive decision.
There are two types of questions that are aimed at different results. To obtain the most detailed information about the client’s desires, you should ask him open-ended questions. Closed questions require a short “yes” or “no” answer.
In order to capture the client's attention, you should ask questions that focus attention, for example: “Do you agree with me if I do this?”, “Is it worth doing this?” etc.
To successfully complete a transaction, it is necessary to ask the client questions that inevitably elicit an affirmative “yes” answer. This creates a favorable buying mood; the client agrees with the seller's proposals. The seller's answers to the client's questions are also important here. Confident, encouraging responses from an employee are evidence of competence. If the client understands that his requests are met with understanding, he will have more confidence in the company and its staff, and a positive decision will be made faster.
The main goal of communicating with a client is to persuade him to make a purchase. Currently, in a well-developed market for a variety of services, the personnel of service enterprises, especially those who directly communicate with clients, are required to know the specifics and advantages of the services provided.
New trends in the development of the system for promoting goods (services) require fundamentally new methods of working with consumers from enterprises. One of the main tools is working according to a pre-compiled scenario. In this case, the scenario is considered as a program of actions for an enterprise employee in the process of communicating with a client. It must provide possible options development of the situation - from the client’s interest in making a purchase to resistance to the incoming offer. Having once created programs for each type of service, the enterprise only needs to make certain adjustments depending on changing conditions. – The main parts of the script are: purpose, introduction, offer, features, benefits, completion of the transaction, ending.