What is the product? Tennis racket, haircut "Vidal Sasson" concert Tolling Stone "package holiday at a camp site, two-ton truck with slatted body, skis and telephone inquiry service - all goods. Goods - all that can meet the need or demand and offers a market with to attract attention, acquisition, use or purchase. This can be physical objects, services, persons, places, organizations and ideas. When creating a product developer needs to accept the idea of ​​the three levels. fundamental level is the product on a plan, which answer the question : that in reality will become a buyer? After all, in essence, any product is enclosed in a package service to solve a problem. women buying lipstick, not just takes the paint for the lips. And it has long been recognized, for example, Charles Revson , the head of the company "Revlon, Inc..", saying such as: "In the factory we make cosmetics. In the store we sell hope, "Theodore Levitt said that" purchasing agents acquire not drill a quarter inch in diameter, and the holes of the same diameter. "Well, outstanding salesman Elmer Wheeler, perhaps, would say this:" Sell not steak and its delicious shkvorchanie in a skillet. "task leader of the market - to find hidden for any product needs, and not sell the properties of the product and the benefits of it. As can be seen from Figure 1,, the product on a plan - the core concept of the goods as a whole. developer will on a plan to turn the product into a commodity in the real version. Lipstick, computers, educational seminars and candidates of political parties - all these products in the real version. Goods in real performance can have six five characteristics: quality level, a set of properties, the specific design, brand name and specific packing. Finally, the developer can provide additional services and benefits that make goods, coupled with reinforcement. Taking firm "Avon", its product with reinforcement includes the manifestation of personal attention to buyers, and home delivery, and money back guarantee, etc. The success of the corporation, "IBM" can also be attributed in part to a clever reinforcement of its commodities in real performance - computers. While competitors were busy selling properties to buyers of their products, "IBM" to realize that clients are interested not so much machinery itself as a solution to their own problems and. Consumers need the instructions that sets your standard media work programs, services, programming, operational, maintenance, warranties, etc. In short, the corporation "IBM" sold not just a computer, a kit. idea reinforcement product makes market leader look at the client's existing system of consumption in general, "to the buyer of goods a comprehensive approach to the problem they are trying to solve through the use of the goods. In this approach, the market leader will identify many opportunities to reinforce its product offering the most efficient in terms of competition means. According to Levitt, competition in a new way - it's not a competition between what is produced by firms in their factories, and what they are additionally supplied its products in the form of packaging, services, advertising, consulting for clients, financing, delivery features , warehousing and other esteemed people of things. Chapter 1. SALE. Many people had a negative attitude to the trade, as activity. They often see it as a process of convincing the buyer to buy the product or service, in which it is not needed by any legal means. But in fact selling, especially in small companies, has a very different look. Small firms are often dependent on a limited number of buyers, so tying up long-term relationships built on trust of buyers, more important to them than any hard-sell. Moreover, people often react very negatively if they are strongly advised to buy something that can not fully meet their needs. It is worth recalling the old adage that a happy customer may tell you about three of his friends, and unsatisfied tell ten. Many people think that they can not sell. They believe that this activity requires a special charm, the special traits and skills to work with people. In truth, all of these qualities help, but there is a certain set of professional techniques that you can learn. They will help you sell more effectively. For sale - this is, in fact, the process of solving a problem buyer. Challenge is to help customers determine exactly what they need, and then show how your product or service can satisfy this need. This means that you must understand the customer and their needs, and at the same time, to understand the characteristics of their own company and know the technical aspects of your product or service. This means that you have to listen to the buyer and be able to explain the benefits of your product or service to each specific customer. For sale - this is a very individual activity, which takes time. And the time - one of those things that is never enough. The more you have reason to plan their actions aimed at to make a sale, and to present their products or services to customers in a professional manner. Sell ​​- means to solve a problem the buyer, to help him determine what exactly they need, and show how your product or service can meet their needs.

You probably think that the process of selling your products and services is very different from how others are trading. This is the truth. Indeed, the service is different from the sale of goods, and the sale to individuals is different from the sale of entire companies. Element of trust when trading goods the buyer can see the product before buying. This product can take up and consider. On the contrary, the service may be provided only in words, and so the client accessing services forced many to take on faith. For example, a lawyer, a barber, janitor or selling agent of the property of such services. In all these cases, the client can not be absolutely sure that he will get until served. Only then you can compare the quality of service and the requested price. Seller is itself a part of the service client often judge the quality of future services to the impression made on him by the seller. In this sense, the seller becomes part of a "package" services. Therefore, it is very important how you present their service. 8 People buy goods only if the seller would be able to convince the buyer that the front of it - a decent man at a decent place. Client is to this person and trust him. This seller knows that sells a decent product. Because in fact the sales process - a process of persuasion: the seller and the buyer have to come to a consensus. A major component of this art - a man worthy of confidence, ready to help, to be of service. These qualities can help each of us, no matter what profession we currently have selected. Sell ​​yourself to others. You never did, even himself, will not be able to sell if you do not find a buyer. Why climb a minute even for a moment in his shoes and ask yourself, would you buy any? Since you have a lifetime to sell itself to an individual or group of people have to buy a decent presentation. You do not have to look like a low-grade cheap. Such things no one buys. In order to successfully market yourself to others, you have to present yourself in the most sophisticated package. After all, you want them to change their attitudes and bent on your side, you have to please them, to inspire sympathy. The value of good packaging can not sell yourself to people, hiding from them their best qualities. Producers, publicity agents, employees of Marketing & Sales spend millions of dollars to give the product an attractive appearance in the eyes of the customer. For weeks, months, and even years to design the packaging: its size, shape, color, pattern on the label. All that to take - whether it's a can, a bottle of beer, a shirt, lipstick or travel brochure - is done so as to please the eye and cause the buyer had the desire to buy. There are very few weirdos who like to buy a pig in a poke. Usually, the boring packaging lies an even more boring product, so that neither the bag nor its questionable contents obsolete. Best of all, when under the elegant packaging lies a solid quality. Your content - your inner world. What shine your eyes, your smile, filled with what your words and thoughts than eat your ideas, your enthusiasm, your openness and willingness to listen to the client, what is painted all your behavior and appearance. Package - it is your appearance. Body type, weight, footwear and clothing with style to wear them, characteristic postures, movements, neatness, finally. Have you ever receive parcels, not drawn to transportation? Package dirty, torn paper, string broke. When you see such a package, the heart contracts: what happened to the contents? The same thing happens with people. Our appearance should be an embodiment of the values ​​that we intend to sell to others. And if the outside packaging inspires customers concerns for the quality of content - Farewell, a successful sale! And now a few words about clothes. Remember, in the eyes of many people wear - is the measure of your value. "As clothes meet" - the saying goes, and this is not fiction. It is important, when and where to wear a particular garment. Jeans and a sweater is good if you go to the country, but on the business practices they will look ridiculous.