Types of furniture buyers: different sales methods depending on the characteristics of the buyers. Indeed, the situations are "painfully" familiar
MODULE 2
DAY
SUMMARY
TIME
Saturday
Main occupation:
Discussion: introduction to the "ESTABLISH CONTACT" block
Discussion: when to connect
Discussion: why you need to establish contact and what is mutual understanding
Discussion and practice: analysis of testing by type of communication, features
communication styles by types of animals, establishing contact with different
buyers
Summing up and assignment to perform in the store
45 minutes
Sunday
Main lesson (repeat):
Repetition for employees who missed Saturday's main lesson
45 minutes
Tuesday
Supportive activity:
Discussion: an analysis of the use of different communication styles in working with
buyers
Practice: role play to strengthen communication skills with different types
buyers
Practice: opposites attract, use different styles
45 minutes
Wednesday
Thursday
Supportive lesson (repeat):
Repetition for employees who missed a supportive Tuesday session
45 minutes
90 minutes
MODULE 2
Target:
KPI:
Materials (edit)
:
Format:
Understand the main components from which mutual understanding is built
Find out which communication style is inherent in you
Learn to quickly identify each other's preferred communication styles
Practice building rapport and contact quickly
Key indicators efficiency: Conversion, UPT (average check in pieces), NPS
(consumer loyalty index)
Flip chart, flip chart sheets, markers, stickers, paper tape
Note paper, pens
"Make Contact-Involve-Inspire" poster
Questionnaire for determining communication styles by types of animals (one per employee)
Animal poster
Cards describing communication styles (by animal type)
Observation questionnaire and feedback staff
Group training SERVICE MODEL
TRAINER'S GUIDE
MODULE 2 - MAKE A CONTACT
BASIC LESSON 6-12
45 minutes
MODULE 2
Introduction
a. Training
Prepare a flip chart and a poster “Make contact - Get involved -
Inspire "
Check that the staff complete the questionnaire before the start of the class
to determine communication styles by types of animals
b. Introduction
Review the key points of the introductory module to the staff,
the idea of "Make contact - Involve - Inspire" and the meaning of a new
service models for adidas Group
Host's words: Today we will talk about ESTABLISHMENT
CONTACT. It will be about establishing mutual understanding with
buyers. To do this, you need to answer your questions:
WHEN to contact a customer? WHY do you need
make contact? HOW to connect with different
buyers?
with. Go to the next section
Moderator's words: Let's consider WHEN you need to
establish contact with a buyer
3 minutes 6-12
45 minutes
MODULE 2
"When" to make contact
a. Training
Prepare a flip chart
b. When it's boring to make contact
Leader's words: We must establish contact in
certain, right time. Imagine a customer
enters the store. When should you greet him?
According to repeated studies, the likelihood that
he will make a purchase much higher when the employees
store greet him immediately when he enters the store.
However, there is also such a thing as TOO early. We do not need
rush at buyers, and they should not have
the impression that we are waiting from at the entrance. Everything should
look natural: you are busy working in the gym, then
turn your head and see a customer who walks into
shop
Ask employees what happens when they start
is it too early to contact a customer? Too much
late?
The ideal time to greet the customer is no earlier than 5 seconds, but not
later 30 seconds after he enters the store. Write down
on a flip chart.
The moderator's words: "Why" and "How" to establish contact?
Let's look at these questions
2 minutes 6-12
45 minutes
MODULE 2
"Why" you need to establish contact
a. Why contact
Host's words: We talked about "when" to install
contact with the buyer, but did not discuss "why". We
we establish contact with the buyer in order to reach with him
mutual understanding
Ask the question: What is rapport? How to achieve it?
Write the answers to each question on a flip chart
Moderator's words: Mutual understanding means that people
are in agreement, i.e. they focus on
what they have in common, not what they
differ from each other. What do everyone present at
this lesson today?
Leader's words: If a person sees that the interlocutor is in something
looks like him or tries to match his style
communicate, gesture, then the likelihood that they will find
common points of contact and will trust each other,
much higher. But it is precisely the degree of trust in the seller during
largely determines the willingness of the buyer to purchase from him
product. To reach mutual understanding, you do not need to
be with a person in a long-term relationship. Reach
mutual understanding is possible due to the way we speak, how
use body language, etc. The most effective way
reaching mutual understanding lies in the ability to correctly
communicate. Learn to use communication styles that
correspond to the communication styles of our customers - this is
a huge step towards achieving mutual understanding with our
buyers
5 minutes 6-12
45 minutes
MODULE 2
Communication styles - how we operate
a. Training
3 minutes
CAREFULLY
Prepare a flip chart
b. Communication styles: how we act
Moderator's words: We will explore the STYLE of communication. This is
NOT an assessment of our personality, it has nothing to do with
stereotypes or personality typology. This only applies to
our preferences in the manner of communication. This theory
is an easy-to-use tool,
based on two things: how we ACT, and how we
LET'S SPEAK. The first dimension is how we ACT. Someone from
us will act more deliberately, and someone more
spontaneously
Host's words: To a person who acts deliberately,
slight facial expressions are characteristic, he gesticulates little
hands, disguises his feelings, hesitates in making decisions
Host's words: Living is inherent in a spontaneous person
facial expression, he strongly gesticulates with his hands, looks into
eyes, open to new things. About a more spontaneous person like
they usually say: "He's like an open book"
We can be at any point of this arrow
c. Go to the next section
Host's words: Let's look at how we SPEAK ...
SPONTANEOUSLY 6-12
45 minutes
MODULE 2
Communication styles - as we speak
2 minutes
CAREFULLY
a. Communication styles: how we speak
Moderator's words: The second dimension relates to how we
SPEAKING or how we SOUND. It defines how we
express our thoughts STRAIGHTLY or VITIEVATO
Host's words: A person who expresses his or her own
thoughts are often quiet, speaks more slowly than
others suggest rather than assert (coach
demonstrates)
Moderator's words: STRAIGHT person, usually
behaves more noisily, speaks faster and commands more quickly,
what offers
Ask employees how this knowledge will help them establish contact
with the buyer
Host's words: Of course, it is not easy to remember and define
deliberately or spontaneously a person acts, straightforward or
he expresses his thoughts floridly. But we found an easy way
which you can use by selecting for each
the customer needs the desired communication style, based on what style
he prefers communication
STRAIGHTLINE
VITIEVATO
SPONTANEOUSLY 6-12
45 minutes
MODULE 2
a. Training
Show the group an animal poster
b. Communication Styles: By Animal Type
There are four communication styles: panther, peacock, dolphin and
owl
When introducing a particular communication style, ask first
group to describe the behavior of an animal. This
exercise helps employees remember characteristics
animals
compare with a panther, most likely behaves assertively,
moves quickly, puts pressure on others, speaks to the point,
tries to manage, speaks more than asks, himself
makes decisions
Presenter's words: A person whose style of communication is possible
compare with a peacock, most likely bright, striking,
is the center of attention, full of energy, sometimes even
overly sociable and easy to contact, always can
find common ground with strangers, does not delve into
details
Presenter's words: A person whose style of communication is possible
compare to a dolphin, most likely friendly sometimes
even too, people-oriented, "diplomat",
empathizes with others, good-natured, sometimes indecisive
Presenter's words: A person whose style of communication is possible
compare with an owl, most likely operates with facts, is
25 minutes 6-12
45 minutes
MODULE 2
Communication styles - by animal type
(continuation)
c. Training
Show employees an animal poster
Tell employees again: these personality types are based on
not at all on stereotypes, types of animals are just
the tool with which we define our
communication preferences
Prepare self-adhesive notes and pens
d. Defining communication styles
Ask employees to calculate the results in each of the
columns of the test they filled
Column 1 = Panther; 2 = Peacock; 3 = Dolphin; 4 = Owl
Determine what types of personalities are in the room
Distribute self-adhesive notes to employees and
ask them to write their names on them and then stick
pieces of paper with names on the poster (to the animal for which they
scored the most points in the test)
The employee may be part panther, part peacock, and
etc.
A person does not always belong to any one type.
See the continuation 6-12
45 minutes
MODULE 2
Communication styles - by animal type
(continuation)
e. Training
Prepare a flip chart and 4 flip chart sheets to work in
groups
f. Practice
Group employees according to their
preferred communication styles
Ask each group to prepare a description of the types in 5 minutes
and answer 2 questions: HOW (by what signs) to recognize
of this type of buyer in a store? WHAT 3 PHRASES is it better to start with
communication with this customer to establish contact with him?
Discuss the responses of each group
g. Go to the next section
Moderator's words: Let's try to define the types
customer personalities in the store 6-12
45 minutes
MODULE 2
Quest to complete in the store
a. Training
Prepare flashcards describing communication styles
Distribute cards to employees describing communication styles
Ask employees to pay attention to their own style
communication during the next day
You will observe whether employees are able to recognize
preferred communication styles of clients
You will take notes on the observation and feedback form,
prepare recommendations and tips that will be useful
employees so that they understand how to change
your behavior when communicating with customers in the store
In a supportive session, you will all gather and share
successful experience of communication with clients
c. Go to the next section
Set a date for your next class
5 minutes SERVICE MODEL
TRAINER'S GUIDE
MODULE 2 - MAKE A CONTACT
SUPPORT LESSON 6-12
45 minutes
MODULE 2
Experience analysis: learning to define
communication style
a. Training
Bring completed observation and feedback forms on
employees and prepare a flip chart
b. Experience analysis: learning to define communication style
Share first personal experience gaining new knowledge and
practicing them in practice, tell us about the importance of feedback
for development
Then move on to discuss positive communication experiences.
employees with customers - give specific examples,
praise employees
Ask employees if they managed to find a common language
with buyers. What worked and what was difficult
Give each employee constructive feedback
"Action Result Praise or Recommendations." Bring
a specific example of an employee's actions on the trading floor,
explain what effect this behavior had on the customer,
praise the employee if he achieved the result, or give
recommendations to the employee on how to change their behavior and
act next time
Record the key findings of the staff.
Host's words: It is not as important for us to know the type of buyer as
choose your communication style that suits him. You can
combine styles.
c. Go to the next section
Leader's words: Let's move on to the role-playing game to consolidate the skill
15 minutes 6-12
45 minutes
MODULE 2
Role-playing game to consolidate the skill:
communication with different types
15 minutes
a. Practice
Voice the script to employees role play- see right
in the role of a panther, and the other in the role of a seller and demonstrate
3 minute conversation
After acting out the scene, ask the rest of the staff
share your observations
Key moment worth emphasizing is
is that the panther likes a direct and efficient approach.
Select two volunteers from the group, ask one to speak
in the role of a peacock, and the other in the role of a seller and demonstrate
3 minute conversation
Key point you should pay attention to
employees, is that the peacock is
"Social" animals. Peacocks need a little chat
preferably about them, and then proceed to the discussion
goods.
If you have time, act out scenes of communication with two
other communication styles.
At the end of the session, give some tips on how to
conduct with a group of people with different styles
communication.
b. Go to the next section
Leader's words: Let's try to enter the role of a person with
a different style of communication
Role Play Scenario:
You see a client who chooses clothes for
workouts. You observe the client for some time and determine the communication style that,
in your opinion suits him. If in front of you [owl /
dolphin / panther / peacock] how are you going
build a conversation with him / her? 6-12
45 minutes
MODULE 2
Quest: opposites
are attracted
15 minutes
Animal poster
b. Course of the lesson, highlights
Explain to employees that sometimes when we look at things
from a different angle, they appear before us much more clearly.
Draw the number 6 on the flip chart.
Tear off this sheet and place it on the floor - horizontally (see picture).
image).
Ask two colleagues to come to you and stand on either side
Images.
Ask them what they see. You guessed it, one will see
the number 6 and the other number 9. If we look at things
on one side only, we will never understand the point of view
another person.
Host's words: Today I want you to introduce yourself
its "polar" opposite. If you are an owl,
imagine you are a peacock etc. Come forward and tell us
something (like what you did over the weekend) about yourself in
in the manner of your new animal. It is very important now
for you to play the role of your new animal in
positive light. Forget about stereotypes and ridicule.
Try sincerely to learn to communicate in a different manner.
c. Go to the next section
Summarize the results of the INSTALLATION CONTACT training module
Remind the staff of the date of the module lesson
6
a. Training
14.05.2015
At one of the last webinars (seminars that are broadcast over the Internet) I was asked 2 very good questions:
To the seller's questions, the visitor to the furniture showroom answers: "I'll just take a look" ... And the sellers stop coming up. What to do?".
“And if the salon is only 25 squares, what is the best way to proceed? After all, it is obvious that there is no need to approach, the consultant designer is already in the field of vision and at a short distance. "
Indeed, the situations are "painfully" familiar.
Most often, the above answer sounds to the seller's phrase: “Hello! Can I suggest something to you (or“ How can I help you? ”).” And if the seller is still approaching, then visitors are often frightened and leave the point of sale, because they do not want talk.
You need to start by getting rid of such contact. Many buyers don't like to be greeted right away. But this does not mean at all that one has to sit silently and wait for the buyer to be “mentally” ready for the conversation. After all, practice shows that active sellers are selling more!
So what about the seller?
4 types of customers in the store and their characteristics
I suggest that you first identify the customer by their type of behavior. My research has shown that all buyers, depending on their characteristics, are divided into 4 types.
Type No. 1 "Passing Buyer"
He rushes through the point of sale, twists his head around, trying to figure out if there is anything interesting for him. We call him "Draft buyer".
Type No. 2 “Buyer-excursionist”.
This buyer walks around the exposition, not stopping anywhere, avoiding contact. And if he is given free rein, he can walk for a long time and in silence, and then leave without asking anything.
Type No. 3 "Contemplative Buyer".
As a rule, such a buyer enters a retail outlet, noticing some interesting piece of furniture from the aisle, or, having already entered the exposition, within 4-5 seconds navigates the assortment, approaches a specific product and begins to examine it.
Type No. 4 "Buyer-scout / saboteur".
Oh, this is a very interesting type! The characteristics of this type combine curiosity and a desire to immediately make contact.
"Scout" enters the store and immediately asks the seller: "Do you have beds with a lifting mechanism?" or “How much do you have sofas?”, or “You won’t help, I need a table in the living room”. That is, he establishes contact himself, sometimes he simply comments on what he saw (“What a beauty!”).
"Saboteur" from the very beginning sets provocative questions: "And what, is it really an array ?!" or “And they take it? !! At such prices? !! "
How a seller deals with different types of buyers
As a rule, the answer “I'll just see” can be heard only from the first 3 types of buyers. When such buyers appear, the seller can use the "Information stuffing" technique.
The essence of the method. The seller, remaining at a respectful distance from the buyer and not addressing him directly, utters phrases that may interest him. It is not necessary to approach the buyer if he is less than three meters away. Address the customer from the place where you were when the customer entered, catching the customer's eye (if the situation permits), without getting up (if, for example, you are sitting at your desk).
Speech formula. Information (feature) + benefit (what it gives) for the client.
Phrases should be short (1-2 sentences), do not relate to a specific product, since the buyer has not yet decided on the choice, and directly affect the benefits of the buyer. As a rule, having heard interesting information for themselves, the buyer himself asks a clarifying question. He can say, for example, about the current discounts, ongoing promotions, the peculiarities of working with suppliers, which favorably affect the ratio of price and quality.
This is one of the most effective ways.
Examples.
We have more than 15 different options for facades, only some models are exhibited here, we will create the kitchen of your dreams (we will select it for every taste and price).
Our chain of stores is the only official representative of the factory "X" in St. Petersburg (if possible, show the certificate with your hand), therefore our prices are lower than those of our competitors.
Maybe here, in the catalog, you will find something interesting for yourself (put the catalog next to it in its open form).
We have new arrivals of tables and chairs, go a little deeper into the hall, you will see them!
A little explanation for this phrase. What do you think is the benefit here? First, a person, as a consumer of new information, reacts positively to the word “new”. Secondly, the seller sets a motion vector for the buyer. He sends the customer to the far corner of the store. Now he will not be able to run after him at breakneck speed, but calmly stand up, thereby closing the passage back to the buyer, and detain him even at the level that he will have to somehow bypass the seller.
We expose models of only popular shades, the rest are selected individually. If you do not see suitable ones among those exhibited, then I will show additional ones.
After that, if the visitor remains silent, the seller "throws in" the following benefit - he says: "You know, we are manufacturers ourselves, so you buy everything from us with a minimal mark-up, unlike other companies that resell furniture."
And again, the customer is silent or says "Uh-huh" as they continue their way through your store. Then, in 5 seconds, we do a new "Throwing in information", where the seller says: “We, as manufacturers, very strictly monitor the quality of our furniture. We do everything on German and Italian equipment, and we import the facades for our furniture from Italy. Pay attention to this! "
For the most stubborn visitors in silence, we have already prepared the next move - the "Alternative Entry" technique, in which the seller still tries to pull him towards himself. We ask the question: “Are you planning to purchase furniture for the living room, kitchen or bedroom?” And if necessary, we will include other techniques in the conversation. And the "ice" of silence of even the most silent visitor will melt.
For any type of buyer, there are ways to establish the right contact with the buyer and bring him to the conclusion of the transaction.
By the way, did you know that the first phrase must be pronounced before the 10th second of the visitor's presence in the store? !! I will talk about this experiment in great detail very soon at the cycle of webinars "Furniture Sales Ac".
Watch the program and sign up for a series of webinars with your colleagues!
In this online mega-training, I will highlight the most effective sales techniques.
P.S. You should know that my employees and I put our heart and soul into the creation of each of our products and do everything possible so that you have even more tools to increase profits in your hands.
P.P.S. Help your colleagues find out useful information - share this article with them.
Dear Customers! This article is for informational purposes only. We will introduce you to the most common transformation mechanisms designed for daily use, which are used by the Alina Mebel factory in the production of upholstered furniture.
To date mechanisms for transforming sofas and armchairs very varied. In order to choose the most comfortable sofa for yourself, you need to know what they are. mechanisms for transforming upholstered furniture... Often, when choosing upholstered furniture, more attention is paid to cost, design and others. external factors forgetting that the main selection criterion should be transformation mechanisms, on the basis of which soft furniture... The service life of folding transformation mechanisms depends on the simplicity of the design, the materials from which the mechanism itself is made, as well as on the duration of use and compliance with the operating rules.
Transformation mechanism "Book" is the oldest mechanism on the furniture market. Traditionally it is considered one of the simplest and most reliable, well-known and time-tested mechanisms. The good old mechanism of transformation "Book" is a classic mechanism. This mechanism is used only in straight sofas; it owes its popularity to its low cost. Sofas with a book mechanism are the cheapest and most unpretentious. At its core, the mechanism itself is a small set of iron plates that are installed on both sides of the sofa and connect the block of the seat and back seat. The blocks themselves can be with different soft fillers: PPU, a block of independent springs or a spring block "bonnel". A big plus is the ease of replacing the mechanism if it breaks down.
Modern design, clear lines, straight lines and a minimum of details allow these models to remain the most popular for more than one year. These sofas blend harmoniously into the interior of the office and into the home environment. To transform the sofa into a bed, it is enough to raise the seat up to a characteristic click, while the back rests back, and then lower the seat down - the sofa is unfolded.
Note the compactness; high berth; in most cases - the presence of boxes for linen; efficiency - the most affordable mechanism. But! when arranging furniture in a room, it is imperative to take into account the distance behind the back of the sofa-book, which is necessary to transform the sofa, since during the transformation, the sofa must be moved slightly (10-15cm) away from the wall. It takes some effort to fold the sofa into a sleeping place.
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This mechanism is simple and reliable, but it is not recommended to put it close to the wall. The floor covering is not involved in the process of unfolding, so you can use fluffy carpets and expensive parquet floors: they will not be damaged. You can easily transform a sofa with such a mechanism into a bed every day.
EUROBOOK
Eurobook can be considered one of the strongest and most durable transformation mechanisms, there is simply nothing to break in it, because it does not have a mechanism as such. Hardwood rails provide ease of movement with no stress on the rolling casters, increasing the durability of your sofa. Unlike a "book", a sofa with this mechanism does not need to be moved away from the wall. Just roll the seat forward and lower the backrest and there is a full double bed in front of you.
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The two halves of the sofa, of which the berth is composed, can be with different soft filling: PPU, a block of independent springs or a spring block "bonnel". The design assumes a large storage box for bedding. Eurobook sofas can have armrests of different shapes and a small backrest. But there are models of Eurobooks without armrests, the absence of which increases the size of the berth and at the same time saves space in the apartment.
Uniqueness sofa with mechanism "Eurobook" lies in the fact that it can be placed anywhere in the room, even in the center, because the sofa looks very aesthetically pleasing from the back.
ROLLED OUT
It is considered one of the most durable mechanisms. Sofas with a roll-out transformation system are very easy to unfold, and this type of sofa transformation is one of the most reliable and very suitable for everyday furniture. The roll-out transformation mechanism is compact when folded and a spacious berth - when unfolded. It unfolds forward.
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Drawout transformation mechanism consists of three parts. When packed, the front of the mechanism is located in the back of the sofa, and is pulled out into place of the head during transformation. The middle part of the mechanism, when packed, is located under the saddle cushions. The very first part of the mechanism, on which your legs rest after the transformation, is a frame wooden structure and is packed in the outer side of the middle part. The mechanism is activated by extending just this front part, which pulls the other two parts with it using a system of rollers and brackets.
Drawout transformation mechanism Convenient and easy to use - just pull on the hidden seat strap and pull the sofa out until it completely expands - when transforming into a bed, the front part pulls the rest. In the middle of the sofa there is a box for bedding. The pillow, which served as a seat, is thrown over the middle of the sofa - on the linen drawer. The roll-out transformation mechanism creates a sufficiently large berth, and at the same time a sofa with such a mechanism when folded is quite compact, since 2/3 of the "berth" is in the seat and 1/3 in the back. When unfolded, it has no kinks and "depressions". The roll-out sofas are folded by performing the steps in the reverse order.
The inner filling of the berth is usually polyurethane foam and, less often, springs. Reliability among transformation mechanisms is noted; compactness when folded and a large flat berth - unfolded. Easy to handle. But! the height of the berth is slightly lower than usual. The specificity of this mechanism lies in the fact that there is no way to make the sleeping place habitually high.
DOLPHIN
Dolphin transformation mechanism used mainly for corner sofas and less often for straight sofas. The Dolphin mechanism allows you to make a large double bed and a flat spacious sleeping place from any sofa. This transformation mechanism is designed for daily use. The advantage of this mechanism is that when transforming from the "sofa" position to the "bed" position, a minimum additional space is not required.
The mechanism is named so because its unfolding trajectory is similar to the leap of a dolphin. This mechanism is used in almost all corner sofas, and allows you to form a high, flat berth, of which the corner sofa element is also a part. One part of the Dolphin bed is the seat. The second part is under the seat.
Sofa with transformation mechanism "Dolphin" unfolds by pulling out the bottom block. All that needs to be done is to roll out the bottom of the sofa and, by pulling on the auxiliary strap, "reach" the rest of the sofa, which turns into a comfortable and roomy bed. The sofas with the Dolphin mechanism are folded by performing the actions in the reverse order.
A feature of these mechanisms is the lower thickness of polyurethane foam on the additional pillow when forming a berth and the participation of sofa seats in the berth. The parts of the sofa themselves can be with different soft filling: polyurethane foam, a block of independent springs or a spring block "bonnel". A big plus is the ease of replacing the mechanism if it breaks down. Corner sofa beds with a dolphin-type transformation mechanism usually have a large box for storing bedding, located inside the side sofa.
Dolphin mechanisms are very reliable- made of steel, with hardwood rails. This design allows the mechanism to withstand large loads with ease. This is a very reliable and simple mechanism that will be easy to decompose even for a child. It can handle heavy loads and is well suited for continuous daily use. The sleeping place of the sofa turns out to be high, flat and spacious.
KANGAROO
Kangaroo mechanisms are very reliable- made of steel and equipped with rubberized wheels that help when folding the berth, as well as hardwood guides. The reliability and simplicity of the design of the metal transformation mechanism of this type allows you to easily turn an ordinary sofa into a sofa bed. The mechanism is named so because the trajectory of its unfolding is similar to the jump of a kangaroo. The transformation of furniture with the Kangaroo mechanism is carried out by lifting the sofa-bed seat upwards and towards itself. Sofas with this mechanism can be placed on any surface of the floor, since the seat does not "travel" on the floor when extended, but rises up.
A feature of these mechanisms is the lower thickness of the foam rubber on the additional pillow when forming a berth and the participation of the sofa seats in the berth. The parts of the sofa themselves can be with different soft filling: polyurethane foam, a block of independent springs or a spring block "bonnel". One part of the Kangaroo bed is the seat. The second is contained under the seat. The sofas with the Kangaroo mechanism are folded by performing the steps in the reverse order.
it is used in almost all corner sofas, and allows you to form a high, flat berth, of which the corner element is also part. A big plus is the ease of replacing the mechanism if it breaks down. Corner sofa beds with a transformation mechanism of the "Kangaroo" type usually have a large storage box for bedding, located in the corner corner of the sofa.
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The advantage of these mechanisms is that when transforming from the "sofa" position to the "bed" position, a minimum additional space is not required. This is a very reliable and simple mechanism that will be easy to decompose even for a child. It can handle heavy loads and is well suited for continuous use. The sleeping place turns out to be flat, high and spacious.
METAL FRAME HIGH-DRAWING CONRAD
Folded Konrad mechanism compactly packed into the body of the sofa: its front part is in the backrest and slides into the place of the head during transformation. The middle part of the mechanism, when packed, is located under the saddle cushions. The third part of the mechanism (front), on which your legs rest after transformation, is a frame wooden structure and is packed on the bottom of the sofa. The mechanism is activated by pulling out the parts of the mechanism. During transformation, the frame part is pulled first to the level of the legs and pulls the remaining segments of the mechanism, which alternately move forward on special rollers with brackets. The second (soft) segment takes the middle position. After that, the first soft element on the bracket rises to the level of the second one and is securely fixed with clamps.
Transformation mechanism of the high-withdrawable "Konrad" can be completed with various soft fillers: polyurethane foam, a block of independent springs or spring block"bonnel". Thanks to a complex system of pull-out mechanisms, it is possible to create a sufficiently large and wide berth, characterized by a perfectly flat surface, bends, "depressions" and height at the level of the sofa when folded. At the same time, a sofa with such a mechanism when folded is quite compact, takes up a minimum of space in the apartment, which allows you to save useful area... In this case, you do not need to remove the soft pillows.
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Mechanism "Konrad" also equipped with a spacious box for bedding (only some manufacturers have it in the back of sofas). The hardwood rails make it easy to fold out the sofa. Sofas with Konrad mechanism are designed for everyday use, the mechanism is so robust and reliable.
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Of the shortcomings, only one should be noted - a sofa with such a mechanism is quite heavy. Transformation mechanisms Konrad are not produced in Russia - they are imported equipment, which is thoroughly tested at manufacturing plants, and requires experienced assembly technicians for installation.
METAL FRAME ELF
- a compact mechanism, the device of which unfolds into the position of a single or double berth at 190/200 cm in length. The mechanism includes two sections: a backrest and a place for sitting or sleeping. The "Elf" mechanism is very easy to operate, as it only requires bending the armrests to the floor so that they are parallel to it. The armrests are hinged. The ability to change the position of the armrests will help you feel more comfortable while relaxing.
"Elf"- this is a "classic" mechanism, consisting of a frame made of a metal profile tube 30 * 30 or 30 * 20, with movable three / five position armrests, which are fixed in any of the provided positions. Changing the positions of the armrests will make you feel more comfortable. Orthopedic latticework distributes body weight well during sleep. The mechanism can be additionally equipped with a backrest and a "Moth" fastening lock. The design of this mechanism allows for the use of removable covers and a large box for bedding. The mechanism can be installed both on the linen box and on the legs.
Transformation mechanism "Elf" is one of the most widespread in the production of upholstered furniture for children and youth. It is very convenient for narrow rooms or children's rooms, since with a width of 90 cm, its length is 210 cm, that is, it is suitable for both children and adults. Furniture with the "Elf" transformation mechanism goes through any doorways, which is also important. This model is ideal for use in small apartments. The transformation mechanism "Elf" is very reliable and convenient for everyday use. It will allow you to create upholstered furniture for any modern interior.
METAL FRAME TANGO
Metal frame upholstered furniture united by the presence of an orthopedic metal frame, a removable mattress and a cover. The sleeping place of these models is seamless, the basis of which is an orthopedic system of bent-glued battens made of birch plywood - latoflex, located on a metal frame. Important factors are ease of care, the ability to have more than one cover, but several - "winter" and "summer", in case of damage, the possibility of ordering a cover, and not buying new furniture, replacing the mattress, in models with mechanism "Tango" high reliability and durability.
(it is also called "Click-gag") - a new improved version of the "book" mechanism, executed on a metal frame. Two frames made of a metal profile are interconnected with a lock, which allows you to fix the sofa in three positions: lying, sitting and relaxing. The orthopedic latticework distributes the body weight well during sleep. Some models also have three- or four-position raster armrests, each of which can take one of the positions. Sofas and armchairs of this type have 3 levels of unfolding: sitting, lying and an intermediate position for rest - "relax". Changing the positions of the armrests will make you feel more comfortable. The result is 7 transformation options.
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Furniture transformation with tango mechanism carried out by lifting "up" and "towards" the seat of the sofa bed. The name is associated with the pendulum motion of the decomposition mechanism. The sofa, as it were, steps forward, like the pendulum of a "tick" clock, and folds back "so". The design of the Tango transformation mechanism allows you to install a linen box for bedding. To transform a sofa into a sleeping place, a lightweight structure must be moved 10-15 cm away from the wall, as is the case with a sofa-book.
Sofas with this mechanism can be placed on any surface of the floor, since the seat, when extended, does not "travel" on the floor, as with the Eurobook mechanism, but rises "up". The mechanism uses springs and a synchronizer bar to facilitate decomposition and prevent the seat from twisting. In the unfolded position of the sofa, an even, without drops, sleeping place is formed.
Transformation mechanism "Tango" is one of the most widespread in the production of children's and youth upholstered furniture, it is suitable for both children and adults. The "Tango" transformation mechanism is very reliable and designed for everyday use - simple and easy to use. It will allow you to create upholstered furniture for any modern interior.
ACCORDION
Transformation mechanism "Accordion" simple, but very reliable, and also convenient for everyday use. The mechanism unfolds easily according to the accordion principle. The sofa transforms into a comfortable bed with one movement of your hand forward. Sofas with the Accordion transformation mechanism are very easy and quick to unfold.
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Sofas with the Accordion mechanism must be equipped with armrests of various modifications and a thin back. Advantage of the Accordion Mechanism is that when moving to the "bed" position, the mechanism does not need to move the sofa away from the wall. But! the need for sufficient space for transformation.
The disassembled berth does not decrease in height and consists of three main parts (seat and two backrest parts). The sleeping place is flat and high. The width of the berth varies from 60 to 160 cm. The length of the berth is, as a rule, standard and is 190/200 cm. When assembled, the sofa takes up a minimum area. The sleeping place is flat and high. A spacious linen box for bedding, located under the seat, makes the sofa functional.
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It is recommended to regularly lubricate the joints of the springs with the frame with graphite grease or technical oil, since during the operation of the mechanism, a squeak may appear, which is not a defect. During operation, the optimal load on the mechanism is considered to be a mass of 120 kilograms. Due to the fact that sofas with the "Accordion" transformation mechanism have a high, wide and flat berth, they are perfect for a night's rest.
METAL FRAME ACCORDION
Upholstered furniture of the metal frame group is united by the presence of an orthopedic metal frame, a removable mattress and a cover. Metal frame mechanism "Accordion" compact, which allows you to purchase it for small-sized apartments, but at the same time, when unfolded, it turns into a comfortable full-fledged bed with a berth width of up to 155 cm!
The Accordion mechanism is made of sheet steel by cold stamping. The mechanism is based on frames made of a 30x20 profile pipe, with orthopedic lattices installed on them, on top of which there is a frameless polyurethane foam mattress 10-12 cm high. The sleeping place of these models is even and seamless. The basis is an orthopedic system of bent-glued birch plywood battens - latoflex, with the help of which the maximum orthopedic effect is achieved. They are located on a frame of three frames made of a metal square profile and interconnected by hinge joints.
Mechanism "Accordion"- the extraordinary ease of folding the sofa is its main plus. Modern sofa models based on Accordion transformation mechanisms are equipped with additional drawers for linen. Also, the package may include various pillows and a metal back, which, when the sofa is unfolded, enhances the effect of the bed. The advantage of this mechanism is that when moving to the "bed" position, the mechanism does not need to be moved away from the wall if it is equipped with a metal back. If the sofa is not equipped with a metal back, then when transforming an accordion sofa into a sleeping place, it is necessary to leave a gap between the wall with the sofa and the sofa itself. This will allow the unhindered transformation of this transformation mechanism. The sleeping place is flat and high. Make sure that the carpet does not interfere with the easy sliding of the sofa, otherwise you risk ruining the mechanism.
The unfolding movements of this mechanism are reminiscent of the movements of the musical instrument of the same name, the accordion. It is necessary to raise the seat (until it clicks), and then the berth moves out by itself. With one movement, the sofa folds out into the bed position and even a child will have no difficulty getting ready for bed. The Accordion transformation mechanisms are designed for daily use. The width of the berth varies from 80 to 155 cm. The length of the berth is, as a rule, standard and is 200 cm. At the same time, when folded, the sofa takes up a minimum of space, which allows it not to disturb the geometry of the space of any room!
Transformation mechanism "Mixotual" / "French clamshell" widely used in the production of upholstered furniture. The mechanism is reliable and durable. "Mixotual" is one of the most famous representatives of the group of sofa transformation mechanisms. It is preferred by most foreign furniture manufacturers. Transformation mechanism "Mixotual" consists of three links, folded into one another. The mechanism is being manufactured Russian companies and is intended for daily use.
"Mixotuali" / "French clamshells" have a wall thickness of the tubular frame of 1.5 mm (in imported counterparts 0.8 mm). The mechanism is equipped with a durable polypropylene awning that makes the surface even and flat and elastic supporting elements - wooden battens (transverse strips) of birch plywood with a bend radius of 3 meters, 60 mm wide and 11 mm thick - in the amount of 4-6 lat - the so-called " guest version "French folding bed and 10-12 lats - Mixotual, reinforced for daily use. Sleeping area width: 700/800/900/1000/1200/1300/1400/1500 mm x 1900 mm.
A frameless polyurethane foam mattress ~ 40-50 mm thick in a coarse calico or jacquard cover is supplied with the mechanism. In three-folding mechanisms, a mattress of more than 60 mm cannot be used, since a thicker mattress will not allow the mechanism to fold and will lead to its breakdown. Cross bent elastic elements (battens) are made of birch and give the mechanism strength and elasticity. It is based on a metal frame. Coating of the frame - a two-dispersed powder paint provides reliable protection of the metal from corrosion.
The design of the mechanism does not allow placing a linen box inside, and when unfolding the sofa, you must first remove / raise the seat cushions. But the orthopedic back will ensure the correct position of the back during rest, and the awning made of polypropylene fabric will not allow sagging. Despite the external lightness and delicacy of the design, the mechanisms are very durable. It is convenient to sleep on such a folding bed. Attention! Do not put a thicker mattress, blanket or pillows inside the mechanism - this will lead to its breakage.
It is the sofas with the "folding bed" transformation mechanism that are the most fashionable in terms of design. The mechanism is equipped with a latticed lattice, over which an awning made of high-strength fabric is stretched, which provides the structure with additional strength and elasticity. When the bed is laid out, it becomes a table leg. If you follow the rules of operation and follow useful tips, then the sofa with the mechanism "Mixotual" / "French folding bed" will serve you for many years.
METAL FRAME SPARTAK
Transformation mechanism "Spartak" is the design and technical solution of Italian specialists. "Spartak" is a "new generation" mechanism, and is a folding sofa, consisting of 3 frames, interconnected by a kinematic scheme. It has a solid base made of a coarse mesh enclosed in a frame made of a 30 * 30 profile pipe. It is completed with a frameless polyurethane foam mattress. This development of the mechanism is successfully and widely used in modern furniture production. This is the most popular model. It is distinguished from others by versatility, mobility and comfort.
The mechanism ensures a comfortable position of the spine;
The installation method allows you to quickly mount and dismantle the transformation mechanism;
It is produced with a welded metal mesh from steel bars with a diameter of 4 mm.
Versatility - Mobility - Comfort - Italian Technology - High Quality
The design of the mechanism does not allow placing a linen box inside. The principle of operation of the "Spartak" mechanism is similar to the "Mixotual" - when unfolding the sofa, you must first remove / raise the seat cushions, grab the frame of the mechanism in the middle, pull the seat towards you and slightly upward, move the mechanism up and forward to the upper position, pull it out of niches of the sofa, unfold vertically upwards and "roll out". Two sections folded into one another will straighten and stand on automatically prepared strong support legs. The sleeping area is ready to use. Attention! Do not put a thicker mattress, blanket or pillows inside the mechanism - this will damage it. If you follow the rules of operation and follow useful advice, the sofa with the "Spartak" mechanism will serve you for many years.
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Useful tips for mechanisms "Mixotual" and "Spartak"
When a squeak appears, it is necessary to remove the mattress, lubricate all the rivets with any liquid technical oil, then fold and unfold the mechanism many times to penetrate the lubricant into the rubbing parts, then remove excess oil. Lubrication of the rubbing parts will not only eliminate the squeak, but also extend the service life of the mechanism by reducing the possible occurrence of backlash between the riveting and the rubbing part of the mechanism. It is enough to lubricate 1-2 times a year. Do not fold the mechanism with bedding. The mechanism is folded only with a mattress no thicker than 60 mm, which is included in the kit , as well as without a mattress - this can lead to breakage of plastic latches. Fold and unfold the mechanism in the center. If you fold from one of the edges, the load on the linkages is unevenly distributed and leads to increased wear. When folding the mechanism, carefully put the mechanism in the lower position without knocks. The habit of throwing the mechanism into the sofa during the last folding will lead to breakage of the pipe, which limits the lower position of the mechanism when folded. Do not concentrate all your weight on one plastic plate holder. Estimated load on the plate holder up to 60 kg. Do not let children use the cot as a playground. The low weight is more than compensated for by children's activity. Do not sit on the edge of the leg part of the unfolded mechanism, as a large lever is created and either the extreme leg is turned out, or the frame tube is out of engagement with the moving part - in both cases, the defect cannot be repaired.
We have presented you the main types of upholstered furniture transformation mechanisms. In connection with the rapid development of furniture production, there are more and more of them. We hope that our article will help you make the right choice.
What do all sales experts have in common? They are great at listening and defining a person's character. When attracting a programmer to a deal, talented salespeople speak in technical terms and provide dry statistics, and if their lead is a busy businessman, they briefly, clearly and attractively convey the benefits of the offer.
In general terms, this skill of salespeople is often described as the ability to interact with people, but there is a more technical explanation.
The fact is that good sales managers - consciously or unconsciously - determine which of the 4 types of buying temperament their client belongs to, and then adapt to it in the course of the interaction.
Unfortunately, there is no traditional seller on the Internet - it is replaced by static (in most cases) landing pages that sell content and calls to action.
Fortunately, optimization for consumer temperament patterns can make the landing page more efficient, which means more requests for the same incoming traffic.
The buyer's temperament is determined by 2 factors:
- attitude towards the purchase decision;
- behavior in the process of concluding a deal.
The definition of the temperament model allows us to understand the main motives of the consumer, on the basis of which super-effective hypotheses for split testing are formed.
In your book, Waiting for Your Cat to Bark? (Waiting for Your Cat to Bark?) Online marketing experts Bryan and Jeffrey Eisenberg segmented consumers into 4 types of temperament: competitive, spontaneous, methodical, and humanistic.
Today, determining the type of buying temperament is extremely important, as today's online consumer is very picky and picky - according to a study by Forrester (a marketing consulting firm), 83% of users do not return to a website if the experience of the first visit did not match their expectations. The simple takeaway from this is that all segments of the target audience cannot be attracted by one strategy, because consumers do not like to be treated like a faceless crowd.
Each user makes a purchase decision based on the value that the offer represents directly to him, but the approach to making a deal is determined by the buying temperament model.
1. Competitive
Competitive temperament is found in 5-10% of consumers. This type of buyer is focused on making smart and confident decisions quickly, as they see speed and decisiveness as competitive advantages.
The main incentive for competitive buyers is the success they use knowledge to achieve. They also seek recognition and use effective techniques to gain recognition.
As a rule, people with this model of behavior are independent and strive to control important situations in order to make quick, logical decisions. They suppress courtesies and formalities if they are detrimental to efficiency, and freely express their dissatisfaction with the product / service.
Attracting competitive buyers
Buyers with this temperament model want to be sure that the selling proposition presented to them is the best one. As a rule, they study the range of the market, therefore, to convince them of the superiority of the offer, it is required to provide logical conclusions.
The best approach to attracting competitive customers is to provide evidence and avoid unfounded conclusions.
The marketing message should be focused on benefits, as the benefits of the offer are the benefits of competitive buyers.
A good example of a landing page focused on consumers with a competitive temperament is the Fluid Surveys landing page.
1. The word "best" in the headline speaks of the quality of the product that is important for competitive consumers.
2. The subheading describes the specific benefits: "Build online, offline and mobile surveys and forms in seconds."
3. Moderate amount of social evidence to support benefits.
4. A blog is a source of useful training materials that competitive buyers value.
5. The phrase “smart decisions” resonates with the main driver of this type of consumer.
2. Rational
The most common type of shopper (45%) who seeks to learn all available product information is slow to make a purchase and feels uncomfortable making quick decisions.
Rational consumers are looking for product information, asking questions, and willing to spend a lot of time finding and exploring the data they are interested in. The description of the offer should be as detailed as possible, since rational buyers will not be ready for a deal until they study the offer in detail.
Rational consumers are driven by logic - they want to know absolutely everything about the offer, and are ready to conduct a thorough research for this. They also trust expert reviews and prefer to compare products in parallel.
Attracting rational buyers
Providing irrefutable proof of the effectiveness of an offer is the best way to attract buyers with a rational temperament. To convert this type of consumers, follow the guidelines below:
- Use statistics as often as possible.
- Make sure the small text content at the bottom of the page does not alienate visitors - rational consumers are more likely to read it.
- Don't ask for too much information on lead forms.
- Don't make unfounded claims - rational buyers don't believe data that has no factual evidence, and not truthful information will alienate them forever.
As an example of a landing page focused on rational shoppers, consider the Highrise page (a cloud-based contact and task management system).
1. Despite the title (which is also social proof) “All our contacts, assignments and conversations are stored in Highrise. Our business would not have been able to function without this service ”conveys the essence of the offer vaguely, but rather accurately reflects the needs of the target audience, which attracts rational consumers.
3. Precise data on available storage space is provided.
4. A more specific description of the functionality is given.
5. A screenshot of the interface confirms the veracity of the statement in the title.
6. Presented relatively specific data on the number of platform extensions.
It is also worth noting that promotions, time-limited discounts, and free shipping not only fail to appeal to rational consumers, but also generate skepticism in them.
3. Spontaneous
The second largest (20-25% of consumers) segment of the consumer spectrum. Spontaneous consumers are guided more by feelings than by logic and enjoy quick purchases that provide emotional value.
This type of shopper craves to experience something new and interesting, preferably in a rich social environment. Like competitive consumers, spontaneous consumers make a deal quickly, but they are driven by emotion, not logic.
Consumers with spontaneous buying behavior are characterized by:
- subjective decision making;
- absent-mindedness;
- dislike for traditional processes;
- impatience when making a purchase.
Attraction of spontaneous buyers
The landing page should resonate with the quickness of consumers of spontaneous temperament - if the selling content seems boring to them, people will leave the resource.
Landing page Bills (service for financial management) is qualitatively optimized for spontaneous consumers.
1. Attractive image with active, cheerful people.
2. The text "get rid of debt faster" is relevant to the main incentive of spontaneous consumers.
3. The text of the CTA button (Go!) Uses the urgency effect.
4. Sections "Tools and Calculators" and "Services" are created for more rational buyers.
Spontaneous consumers don't like to wait, so only provide key information about the offer and sacrifice rationality in order to instantly display the needs of the target audience.
The landing page must display positive emotion - otherwise, this emotion will not arise in consumers, which will negatively affect their willingness to convert.
4. Humanistic
Small (10-15%), but the fastest growing segment of buyers who are driven by feelings.
As a rule, the final decision on the transaction of this type of buyer determines everything that affects the emotions that are associated with relationships between people: for example, creativity, stories, media resources, a sense of community and helping others.
People with a humanistic buying temperament care deeply about others, so the emotions that determine their final buying decisions are triggered by three basic stimuli:
1. Desire to help others.
2. Interest in gaining a positive reputation in society.
3. The need for ethical approval of people belonging to the upper strata of society.
The rapid development of the segment of buyers of humanistic behavior is due to 3 factors:
- Internet... The worldwide network has spawned new type“Social” shoppers who become loyal to those brands whose image matches their values, beliefs and personality.
- Technology. Modern technologies allow humanistic consumers to determine the alignment of the company's ideology with their values long before entering the sales funnel. It's important for social shoppers to know who they're buying from.
- Social development. An increase in public awareness about sustainable development of society and social entrepreneurship has also contributed to the accelerated development of this segment.
Attracting humanistic buyers
It is beneficial for companies to attract this type of consumer because they tend to spread the word about the brand.
Most effective tools To attract humanistic buyers to the deal, any form of social evidence is used: reviews, recommendations, photographs of employees and customers, etc. It is recommended that such content be presented in a creative presentation format, as creativity has a positive effect on the willingness to deal with social shoppers.
The joint campaign of Belvedere (vodka brand) and Red (Africa AIDS Foundation) is a good example of focusing on consumers with a humanistic temperament.
Selling text started with a social consumer-focused sentence “Buy. Donate. Save Lives ”, says about the company's love for its products and the desire to help others - Belvedere donate 50% of the proceeds to the Red fund. Ideas about product quality and the importance of charity are also conveyed quite effectively in the conclusion: “It's not just about making a difference ( it comes about the quality of alcohol), but also about changing the world. "
What types of buyers are visiting your landing page?
It is currently impossible to segment traffic by buying patterns, but the following tips will help you to roughly determine which type of the majority of the target audience belongs to:
- Sales, discounts and special offers attract spontaneous consumers.
- If you are selling a telescope, most likely your the target audience consists mainly of consumers of the rational type.
- If you're doing charity work, count on the attention of social buyers.
However, it is not worth optimizing a landing page only for a certain type, since it will be visited by consumers of all segments. To optimally convert all types of buyers, follow the guidelines below:
- Use sales copy and text that is attractive to all types of buyers.
- Emphasize your marketing message on the buying patterns that most of your target audience are.
- Test the effectiveness of marketing messages that are optimized for a particular type of customer.
The Odesk homepage (freelance marketplace) is a great example of a marketing message that reaches out to all types of consumers.
1. Accurate subtitle "Welcome to the world's largest job market, where over 1,000,000 companies hire freelancers to get the job done" attracts competitive and rational buyers.
2. "Do More" headline and a call to action using the urgency "Place your ad!" targeted at spontaneous visitors.
3. The names of freelancers and their photos, in which they are smiling, have a humanistic type of consumers.
After the fold line
4. Appealing to visitors of a competitive type is carried out through the subtitle "Talent knows no boundaries" and a description of the professionalism of freelancers.
5. Displaying the time the professionals work for Odesk attracts rational buyers.
6. Names, photos and location information of freelancers increase the willingness of the social model visitors to deal.
The last part of the Odesk Social Evidence page addresses all types of customers by displaying positive reviews, along with the names of their authors - the recommendations convey the benefits of the service, and the names of the companies and their representatives confirm the authenticity of the reviews.
Conclusion
Let's get acquainted with the theses of the post:
- Determination of the type of buyers is carried out to obtain information about the factors determining the decision to buy and behavior in the process of closing the deal.
- In a digital environment, it is important to address all shopper models, but some businesses focus on consumers with a single behavioral pattern.
- Marketers should form several hypotheses about what type of customer their target audience is, and then test the assumptions on landing pages, corporate resource home pages, pop-ups, and product landing pages.
This approach also allows returning the lost element of live communication between the seller and the potential customer to Internet marketing.
Client solutions company Avidian Technologies cites data from the classic study by David Merrill and Roger Reed and a recent McKinsey Quarterly report. So, conditionally buyers can be divided into the following types:
1. Buyer-analyst.
His table is impeccable. On the wall in the office are the latest sales statistics, flowcharts, and more. He wears glasses, his eyes are used to reading and rereading every sentence and every report that ends up on his desk. There are few plants and family photos in the office - all too personal for the professional field. His office is an example of a no-frills office. He greets you professionally with moderate warmth. He's here for business and wants to get to the facts quickly.
Motivation: logic and information. Analyst buyers are easier to identify by their attention to detail and their tendency toward excellence. They may seem withdrawn, introverted, or indecisive. Don't let this first impression fool you. Buyer analysts are hesitant when they have not yet received all the information they need to make an informed decision. They are not inclined to discuss an idea until they are one hundred percent sure that it is the right thing to do. Scrupulousness and confidence are their goals, and they tend to avoid risks altogether.
How do I sell an analytics buyer? You must bet on providing the maximum useful information... Make sure that he has enough time to really consider all the nuances of your proposal, and does not feel your pressure to make a decision.
In your presentation, you must:
emphasize the reliability of your service or product;
Base your words with statistics, tests of the characteristics of your product, if necessary, ensure that case studies are carried out to confirm the validity of your words;
specify technological processes ensuring the viability of your product or service;
stay professional without focusing on the personal.
2. The buyer is a "friend".
He greets you with a warm handshake and asks how you are doing. Employees passing by his office greet him or exchange phrases with him that are not always work-related. On his table are small souvenirs, including gifts from colleagues and family members. In his office there are several tastefully selected paintings to match the carpet and furniture. He can work late on a project, even when the rest of the staff have already gone home, motivating this with the phrase: "I want to make sure that I am doing everything to keep the ship afloat."
Motivation: stability and cooperation. The “friend” customer wants everyone to be happy. In this regard, it is difficult for him to make important decisions. He is constantly worried about how his choices will affect the people around him. This can make the decision-making process very slow if you do not immediately convince him that your product / service has an important social aspect that will make him feel most comfortable. He hates chaos and change. When dealing with this type of customer, the ease of use of your product or service should be emphasized.
When communicating with a “friend” buyer, you must:
make contact and be friendly;
adhere to the system in the presentation of your proposal, do not give out new information at the last minute;
highlight the benefits of your product for the team;
listen carefully and confirm this with a nod of the head or appropriate phrases.
3. Buyer - "manager".
The table is located by a large window overlooking the river, but he practically does not look there. Instead, while inviting you to the office, he speaks to the business partner on the phone and looks over a stack of invoices. He moves quickly through a room filled with chairs, shelving, and books. There are exotic orchids in the office, which are being looked after by an assistant. There are no family portraits on the walls. He is waiting for you to immediately start negotiations, constantly looking at the clock.
Motivation: Power and Respect. This type of buyer is most concerned with how others perceive him, how others follow his instructions. Relationships are not a key factor in his decision making. What matters is the results that will make him look good. His greatest fear is not being respected. Because of this, he can be aggressive. He seeks to control everything in order to achieve the results he needs. You must provide him with proof of the quality of your product without losing your dignity. This type of buyer has no respect for soft-bodied lackeys. On the other hand, if he trusts you, he can make an instant decision.
In a presentation to a “managing” buyer, you must:
make statements with confidence, evidence, and concise;
prepare a list of options that the buyer can control;
avoid emotional arguments;
focus on the big picture of the benefits, not the details.
4. Buyer - "emotion".
The table is a mess. His office is full of photographs, books and folders. It has one flower that looks like it hasn't been watered in weeks. Even though he told you that he is very busy today, he spends 15 minutes talking about your dog. In response to your comments, he turns and immediately finds a picture of his dog, seemingly in a random pile of papers. His office is filled with half-finished projects and he quickly settles for something fresh and new.
Motivation: recognition and approval. This type of customer is amazing in your relationships with people, which means you should be the same with them. People are the most important to this type of buyer, which shows a lack of focus on more tangible goals like sales numbers. They want to be needed, so you need to show their personal value to you and the value of your product to others. This type of buyer cannot be isolated, he needs attention. They want to feel like their most important customers.
When you are dealing with an “emotion” customer, you must:
pay attention to personal relationships with him;
show how your product will enhance its image;
use anecdotes, examples and personal information to present your product;
be sympathetic, interesting and fun, do not focus on one statistic;
avoid getting confused in details.
Having identified what motivates your partners to buy, you will be able to competently prepare a presentation, in the long term - build long-term cooperation with customers. And for the effective work of the sales department, special services are used every day for customer relationship management, for example, the Simple Business cloud service.
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