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Blog do Coach - O 4º PASSO DA VENDA E POR QUE ELE É O MAIS IMPORTANTE
Brasília,
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19 d maio d 2019

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23

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O 4º PASSO DA VENDA E POR QUE ELE É O MAIS IMPORTANTE


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23 de fevereiro, 2015 | Autor: Raul Candeloro | Tópicos: Estratégia
Tags: , ,


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Hoje vou te contar um segredo… por que o 4º passo é o passo mais importante da venda.

Recebi vários comentários sobre “qual o passo mais importante da venda”. Muita gente dando sua opinião:

É a prospecção, pois sem prospectar você não vende!
É a negociação, ou você perde dinheiro!
É o fechamento! Não adianta fazer todo o resto e não fechar a venda!
Outras pessoas simplesmente disseram: “Raul, pare de enrolar e diga aí – qual é de verdade o principal passo da venda?”.

Vou te contar um segredo agora, em primeira mão (e só para você – não espalhe! ).

Steve W. Martin, que é um estudioso, professor e pesquisador da área de vendas na USC Marshall School of Business, fez um estudo com centenas de vendedores comparando suas performances em vendas.

Descobriu que, além de características comportamentais (que nós chamamos de Atitudes, o A do CHA das Vendas), na parte de Habilidades (o H do CHA) a grande diferença está num único passo da venda.

E qual esse passo da venda tão importante?

É o Levantamento de Necessidades. Ou seja, entender exatamente o que o cliente quer (e aí fazer uma proposta/oferta adequada).

Isso é muito interessante, pois no nosso teste de Certificação em Vendas a nota mais baixa, em média, é justamente o Levantamento de Necessidades!

Por que será que isso acontece?

É o passo que diferencia os melhores vendedores do resto (entender o que o cliente realmente quer), mas os vendedores não estão fazendo…

No meu curso online Alta Performance em Vendas eu respondo e resolvo esse dilema: porquê acontece e qual a fórmula ideal para conversar de maneira mais inteligente e produtiva com clientes.

A fórmula, inclusive, tem sigla. Quem já fez o APV sabe o que significa e sabe o impacto positivo que tem nas suas conversas com clientes (e nos seus resultados!).

A fórmula é SEPAPIAG:

• Situação do cliente
• Expectativas do cliente
• Problemas que o cliente está enfrentando ou procurando resolver
• Aprofundamento do problema (o que chamamos de ‘dor’ ou sintomas e consequências do problema).
• Preocupações do cliente (coisas que ele/ela tem medo, receio, quer evitar)
• Irritadores (o que irrita o cliente?)
• Alternativas que o cliente pode estar analisando
• Ganhos/benefícios do cliente ao comprar o produto/serviço
• A verdade é a seguinte: a venda evoluiu muito, precisamos de vendedores cada vez mais com o CHA completo, com atitude, motivados e fazendo vendas CONSULTIVAS.

O vendedor tem que ser um expert, um especialista, uma fonte de informações, uma referência para seus clientes.

Siga-nos no Twitter e Facebook

x




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