Tactical sales
Sergey Zharikov
Sergey Zharikov is an expert with a 17-year experience of practical coaching in the sphere of sales. He is an author of scenario sales and a developer of technology for strategy sales in the sphere of services. He is in the list of top-10 best business trainers in the sphere of sales.
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Target audience:

This training is intended to provide group work with managers, who deal with promotion of services, on learning and reinforcing skills and knowledge necessary for effective work with customers. 

Training aim:

This training had the following aims:

— to master efficient methods of preparing to work;

— to form and develop the ability to forecast customer behavior;

— to forecast consequences of interaction with a customer;

— to develop skills of defining the partner type according to communication and choice of optimal interaction tactic;

— to develop the ability of interpreting poses, mimics and gestures of an interlocutor;

— to teach how to establish and keep a psychological contact at conscious and unconscious levels;

— to expand sensory channels (visual, audio, kinesthetic);

— to master skills of conducting talks, using questions, clarifying customer interests, mitigating and adapting objections, and completing negotiations.


 Part 1. Introduction.

 1. Introduction
Brief information message on training tasks and objectives and means for their achievement and accomplishment

 2. Setting group norms
«here and now», «confidentiality», «physical closedness», «activity», «sincerity», «equivalency», «constructive feedback»

 Part 2. Preparation.

 1. Personal preparation

Methods of manager personal readiness to work involving personal aspect are considered. Work on increasing motivation and self-confidence. Elimination of negative experience. Positive psychological pattern. Development of enthusiasm as the main factor of success.

2. Professional preparation
What a manager has to know. Rules of efficient planning. Statistics. Preparation of meetings. Three positions of perception. Relationships of the type «manager-organization». Motivation types and their peculiarities of influencing human mind (-from, -to). Psychological patterns and their influence on interacting with a partner (I’m an assistant, work in a system, gathering +, negative attitude, positive attitude).

3. How we obtain knowledge
Unconscious incompetency — conscious incompetency — conscious competency  — unconscious competency 

 Part 3. Contact.

 1. Communication types
Verbal: meaning and means of perception of intelligible information. Characteristics.
Non-verbal: poses, gestures, mimics, distance. Visual communication. Revealing peculiarities of each component.

2. Definition of a human type
Visual, kinesthetic, audio type. Peculiarities of type demonstration. How to use information concerning a partner type in work. How to read unconscious signs. External signs of internal processes. Access keys. External demonstration of lie.

3. Confidence (rapport)
Building of conscious trust and confidence. Building of unconscious trust and confidence (rapport). Algorithm of building rapport. What things can we adjust and adapt to?

4. Congruence
Non-congruence (conformity) is an important sign in the process of communication. You have to be more attentive to see possible problems. How to identify non-congruency. Methods of being congruent.

5. Body language
What can a body position tell? Postures of readiness to communication. Head positions and what they mean. Types of handshaking and what information they bring. Body structure. What conclusions for further interaction can be made?

 Part 4. Collecting information.

 1. Factors defining human behavior

Rational factor. Emotional factor. Why is it necessary to consider emotional factor when specifying customer needs?

2. What information is necessary
Who is in front of you? His main interest. Can your service satisfy the main interest of a customer, Core principle: they buy not service (goods), but advantage (benefit) which is imbedded in the using of this service for a customer. Therefore it is necessary to be informed about such interest. Methods of collection information.

3. Question
Tactics of putting questions. What can you achieve by putting questions? Types of questions and what tasks they perform.

4. Hearing doesn’t mean listening.
Types of listening. Main mistakes. The most efficient methods of listening.

 Part 5.Presentation.

 1. Maininterests
Main aims of a presentation. How to see the world by customer’s eyes. Looking for main arguments. Taking into account an emotional factor. A customer is not always aware of their need in your service. But having understood this need, he may not be aware that your service can satisfy it. Narrative method. Offering an action plan for a customer. Search for extra benefits. Interrogative method.

2. Rules of presenting arguments
When a customer treats us positively.
When a customer treats us negatively. What is a «strong» and «weal» argument?

3. Rules of presenting a service
Principle of «You — We». Involving a customer. Rules of presenting benefits and advantages. Techniques of working with a price. How to influence an audience to hold their attention. Peculiarities of presentation for a group of customers. Working with anxiety.

 Part 6. Objection adaptation and mitigation.

 1. Why do objection appear?
2. Objection types.
3. Key algorithm of objection handling.
What should the work with any objection be started with? At what moment should an objection be adapted and mitigated? In what cases objection handling techniques don’t work? Why?

 Part 7. Closing of a deal.

1. When is it time to start closing a deal?
2. Verbal signals of readiness.
What words show «readiness» of a customer even he is not aware of it.

3. Non-verbal signals of readiness.

How does «body language» make signals about «head» readiness? A body always tells the truth (it’s an axiom). Signals of showing interest. How to see them?

 Informative part of the program in more details is to be additionally specified.

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