This certificate confirms successful completion Dmitry Cherkasov master-training “PSYCHOLOGY OF SALES. IT IS POSSIBLE TO AGREE ABOUT EVERYTHING! " September 6, 2021.
Duration - 8 hours.
Speaker - Irina Khomutova, Managing Partner, Khomutova & Partners
|Neurophysiology of Decision Making|
|Echo chambers. Where are we losing money? Neurophysiology and the Trinity of the Brain. Why and how transactions are made from the point of view of neurobiology. The most important thing about brain stimuli. The chemistry of emotions and a new look at the reasons for the change in the mood of the negotiators. 5 neurotransmitters of "joy" and how to use them for successful negotiations. Cognitive psychology of the client and the manager. 10 cognitive biases a negotiator should be aware of The phenomena of perception of information, events and decision-making. The adaptability of managers' communications, taking into account the specifics of negotiations. How to build long-term relationships with b2b clients in the face of changing market conditions, unstable situation and emerging new competitors for similar products of the company. "Customer forever" - how to achieve brand loyalty and customer confidence in the recommendations of specialists through the creation of value. Corona crisis - how it affected values and motivation.|
|Group work on cases. Recognition of the partner's state in order to adapt communications and work out the appropriate typical responses of employees, increasing the demand for the solutions offered by the company as a whole and individually to the company representative.|
|Client reading and tuning. Barriers, objections, hidden motivation|
|Working with clients depending on the region, position, work experience, role in decision-making, professional motivation, psychotype, gender and age characteristics, problems, the cost of the proposed drugs, personal and corporate restrictions, etc. Avatars, empathic mapping and insights. Barriers and motives of clients' archetypal models. Transactional analysis of customer behavior scenarios: types of people by style of behavior and decision-making. Mirror neurons and empathy. Types of empathy and methods of its development. The principles of building successful communications with a client, allowing you to overcome doubts and objections, build loyalty, protect value. |
The formula of trust: involvement, conviction, detailed information. Psychotypes of customers and how to work with them in the face of the emergence of alternative offers for similar products on more weekend offers. Reading clients: body language, intonation, facial expressions. Recognizing customer cognitive biases and adapting communications. Adjustment to a partner and management of his condition. Adaptation of communications taking into account the specifics of the client's perception channel. Confident and friendly behavior of a specialist is an algorithm for building correct interaction with a client in various situations, ranging from clarifying needs to resolving controversial issues.
|Group work on the formation of an empathic map of barriers and motives of clients. Development of predicative empathy through understanding the deep motives of customers and the development of standard solutions for the formation of sustainable loyalty and work with objections.|
|Price and values|
|Price and values. Why the client does not accept offers and how to motivate him. How to make big contracts. 4 practical tricks for protecting the cost of services. Techniques for using convincing argumentation through adjustment to the client's psychotype. Sales algorithm: preparation and mental attitude, establishing contact, adjusting, identifying needs, presentation, working with objections, completing a sale, support and additional sales. Manipulator words. Technique "Verbal Pictures" - the use of emotional images, a colorful description. Reception "Chain". Reception "Detail". Method "Three yes". Method "Alternative proposal". Reception "Because". Method "Positive language". What an expert looks like in the eyes of a client when he knows the benefits of a product and understands the needs of a partner. The specifics of working with a demanding audience. The image of a market leader. 7 elements that make up the impression of an employee of a successful company.|
|Individual working off skills|
|Practicing techniques for selling expensive solutions and complex programs. Elaboration of the algorithm for the effective management of the client to the contract. Elaboration of typical customer objections regarding pricing and offers. Development of customer reading skills and adaptation of communication style, speed, use of criterion words-motivators, etc. in order to build the most comfortable and understandable for the partner consultations on the proposed solutions.|
|Management negotiation process and Work with objections|
|Psycho-self-regulation of the manager. Dealing with your own objections and personal motivation. Protection against burnout and disappointment in your own product. Five fundamental points why customers do not believe in the product and do not accept the manager's suggestions. Types of communications. Types of information perception. Managing a partner's attention and initiative in a conversation. Negotiation etiquette. Corporate style of negotiations. Small talk. How to compliment your partner correctly. What topics are not customary to discuss. Delicacy and information acquisition. Identifying Customer Values: The types of questions used to identify needs and form a proposal. Active listening. Errors in posing questions. Types of objections: meaningless, with hidden meaning, based on their own negative experience, based on rumors and stereotypes, rational and emotional. Algorithm for working with objections: active listening, identifying the reasons for the disagreement, emotional connection, parrying objections, closing the deal. Management of the duration of negotiations.|
|Pair work on cases. Working out objections, stressful situations and difficult questions that arose in the course of working with clients. Analysis of previously received situations for each employee.|
|Prevention of conflict situations|
|Balance of interests of the company and the client. Choosing a position for communication. Successful resolution of controversial issues and conflicts with partners, while maintaining customer loyalty and trusting relationships. Assertive communication techniques. Dealing with aggression and manipulation. Types and examples of manipulations. Types of conflicting personalities: demonstrative, rigid, uncontrollable, pedantic, conflict-free. Ways of resolving a conflict situation, taking into account the characteristics of each type. How to deal with pressure and criticism. Trigger questions. Professional working installations. Setting up for positive and effective work. Techniques for psychological protection of an employee from stress, burnout and fear of repeating a negative situation. Ways to neutralize negative emotions. Empathy model - reducing emotional stress. Communication techniques aimed at resolving the conflict: the principle of "Aikido", the use of non-verbal adjustment, self-message without attack, technique of persistent repetition, respectful refusal, disclosure of intentions.|
|Case study and group discussion|
|Pair work and group discussion on cases. Working out stressful situations and complex issues that arose in the course of working with clients.|