How to increase sales using the product matrix and scripts
Max Shishkin talks about the problem of communication between sales managers and customers, explains how it can be overcome with the help of a matrix of products and selling scripts
Many business owners have repeatedly faced a situation when, after lengthy negotiations with the client, he simply turned around and left without buying a product or service, citing the high cost and something else.
Despite the fact that many claim that knowledge of the target audience (CA) does not significantly affect sales, this tool is an effective method of promotion. Knowledge of CA is necessary not only for advertising, but also for successful sales. That is, in addition to the correct scripts, it is important to pay attention to the analysis of potential consumers. This applies even to the moment when the buyer came to ask for a specific price.
Let’s consider the situation on the example of one law firm. The analysis of negotiations with clients showed the inefficiency of the entire dialogue process. For some reason, despite active site visits, phone calls and negotiations with consumers, few people purchased the service.
A deal could only be made with one person out of ten thousand. It turns out that almost ten thousand people who spent time searching for an office on the Internet, dialing a number and talking to a Manager simply refused to cooperate with this organization, which could be very useful to them (the conversion rate was 0.01%, which is very small). And what to say about the Affairs of the office itself. A lot of money was spent on advertising and promoting the site (because people were actively visiting it), and as a result, there was no profit, only losses.
These situations occur because employees offer the same thing to everyone and talk in the same tone and style. The Manager did not specify the terms of relevance of the service, information about the client’s field of activity, features of organizational processes, and so on. Moreover, all potential customers were sent the same commercial offer by e-mail.
When the Director of the company was clearly demonstrated the inefficiency of such events, he explained that it was impossible to offer an individual offer to everyone, since there are many options for solving issues for clients. It is difficult to take everything into account and register it in scripts, and staff training will take a lot of time.
The new method proposed to the Director gave good results in a month. Conversion rate increased from 0.01% to 1.5%, and labor productivity increased 150 times. To achieve this effect, you need to develop the following documents: customer classification table, product matrix, and a script for negotiations with the customer.
The product matrix is not a simple list of product items, as many business owners think. This is an effective mechanism that allows you to make a deal in 9 cases out of 10.
Customers don’t come for your products and services
As strange as it may sound, the customer is not interested in your product as an independent unit. He has some problem that he wants to solve with the help of this or that acquisition. Therefore, the main thing here is to make the consumer an offer that, in his opinion, will help to cope with personal troubles as well as possible.
Price plays an important role. Therefore, it is important to have several options for offers of the same nature at different prices. This will be an excellent mechanism that will allow you to meet the needs of different customer audiences and make repeat sales.
How to create a matrix
The main thing you need to do is identify one problem that the product or service can solve. Consider the example of a pharmacy. You are the owner and want to sell a universal painkiller (headache, colic, and so on). We need to solve the problem of eliminating the pain syndrome. It is necessary to identify all medications that solve the problem. You need to place the product in ascending order of price: from free to the most expensive.
Why sell for free and what it will give
Having free products that solve a specific problem is an effective sales method. Such manipulations allow the owner to introduce the consumer to the product, get used to it and eventually become a regular customer.
In the case of the pharmaceutical business, this may be an ordinary brochure that promotes treatment with folk remedies. The advantages and disadvantages of herbal treatment, for example, are indicated here. The visitor will take a free booklet, study it at home, try the methods indicated in it, and return to the pharmacy to buy medicine for real money. And all why? Because folk methods do not help, and the pain must be eliminated somehow. Moreover, the consumer has a positive opinion about the company, which did not immediately offer to buy expensive drugs, but gave the opportunity to test a free product.
What is the product matrix
To understand what a matrix looks like, you need to look at it with an example. Let’s say you need to create a matrix of painkillers. On a piece of paper, create a table, the left part of which is the name of the problem to be solved. We write the column names horizontally, in the column you can write the names of drugs or prices.
It looks something like this:
It is clear that this feature is intended exclusively for internal use. It helps sell the product. If the drug is expensive for the consumer, the seller will quickly be able to navigate and offer a cheap analogue that will solve his problem.
The script of the dialogue with the client
Scripts solve a lot in the dialog with the client. By conducting a conversation according to a pre-written scenario (with several options for the client’s answers), the Manager can determine who he is talking to and what problem the interlocutor has, which in the end helps to offer exactly what the consumer needs from the matrix.
However, many old-fashioned work without scripts, which leads to a decrease in sales and loss of profit at all. Without understanding how important it is to distinguish the characteristics of each consumer, the business suffers financial losses. Then it still comes to the realization that something is being done wrong. A long process of developing and implementing scripts in business processes begins. But employees can’t use them effectively. This leads to the fact that the owner refuses them at all. And everything starts in a circle.
How to train employees to use scripts
It is important to understand that the script itself is an effective tool that helps to achieve high results. And if it helps in sales, then you need to use it, and not something else. It is very easy to analyze the employee’s performance using various tools. If using a script, he often arranges a meeting with the consumer than using a jammed script, then you still need to use the script.
There is a simple method that sets the tone for preparing documents in an organization. If the paper helps the Manager — you should actively use it, if not-then you should throw it away. Everything is very simple. That’s just to document started to benefit — you need to study the intricacies of working with him and not forget him at the first difficulty.
Regular use of documentation allows you to learn it thoroughly. After the fifth, tenth or twentieth application, the Manager will be able to work without it, because he will remember its contents well.
It is extremely important to train new employees to work with scripts that are just beginning their career path in the company. This will allow you to adapt as much as possible to business processes and implement sales plans.
One of the ideas of successful use of scripts is the fact of acceptance or non-acceptance of employees ‘ actions. That is, if the Manager does not want to use the methods prescribed by the organization, the owner either turns a blind eye to this, or takes appropriate measures. The Director can continue to cooperate with the offender or punish him or even dismiss him.
There should always be an absolute reference to the result. Scripts, instructions, motivation systems, and so on should be linked to the final targets. If a script is used, manipulations with it should be the key to a specific result.
The result is achieved-the employee must receive a monetary reward for this. No results — no money. The scheme is simple, but only if the owner of the company accepts its principles. If the Manager violates at least one principle, the rest of the employees will probably start doing it.