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Understanding the Sales Process

Importance of Personal Image in Sales

• The discussion begins with the significance of personal image in the sales process, emphasizing its impact on customer perception and engagement.

• It is noted that while personal image is crucial, it must be balanced with behaviors of influence and persuasion to avoid negative effects.

Balancing Influence and Persuasion

• Excessive use of persuasive behaviors can harm sales efforts; thus, finding a balance is essential for success.

• Examples are provided where overdoing humor or being overly persistent can make clients uncomfortable during sales interactions.

Key Pillars of the Sales Process

• The speaker outlines three main pillars to focus on: behavior, commercial process, and packaging.

• The first pillar discussed relates to understanding client behavior during sales.

Breakdown of Commercial Process

• The commercial process will be divided into four key components:

• Diagnosis

• Product positioning

• Handling objections

• Negotiation

Role of the Seller in Client Engagement

• Sellers should not explicitly state their processes (like diagnosis); instead, they should internalize these steps as part of their conversation strategy.

• The role of a seller is framed as facilitating purchases rather than convincing customers against their will.

Changing Dynamics in Customer Relationships

Impact of Recommendations on Sales Success

• Research from McKinsey indicates that personalized recommendations significantly increase purchase likelihood by 20% to 30%.

Modern Customer Awareness

• Customers often arrive at sales interactions already informed about products through various channels like social media and online reviews. This shifts the dynamics between sellers and buyers.

Understanding the Modern Sales Process

Importance of Social Media Alignment

• It is crucial for salespeople to be aligned with social media activities of the gym before starting their workday. This includes checking recent posts to understand customer interactions and inquiries.

• Customers may reach out via Direct Message or WhatsApp, often already informed by social media content such as reels or images, which can influence their purchasing decisions.

Adapting to Changes in Sales Dynamics

• The commercial process has significantly changed; salespeople must adapt to this new landscape where virtual interactions precede physical ones. Understanding this transition is essential for effective customer engagement.

• Recognizing whether a client has prior knowledge about the gym from social media or other sources helps tailor the conversation and approach during face-to-face meetings.

Understanding Customer Journey and Marketing Funnel

• The marketing funnel concept illustrates that potential customers have varying levels of awareness and interest, ranging from existing clients to those unfamiliar with the brand. This diversity necessitates different strategies in communication and engagement.

• Sales professionals should be aware that customer qualification occurs at various stages within this funnel, emphasizing the importance of understanding each client's journey before direct interaction begins.

Facilitating Rather Than Influencing

• The role of a salesperson is not merely to influence but rather to facilitate a customer's decision-making process based on their pre-existing knowledge gathered online, ensuring alignment with what the gym offers.

• Effective facilitation involves knowing when to apply persuasive techniques like scarcity triggers while maintaining authenticity in communication throughout the sales process.

Steps in Customer Reception and Diagnosis

• The initial reception of clients varies across gyms; it’s important for sales teams to standardize how they welcome customers while allowing individual personalities to shine through during interactions. Training on this aspect is vital for consistency across units.

• Establishing a clear action plan for initial customer reception will set the stage for effective diagnosis—understanding specific needs such as whether a child requires swimming lessons—and gathering relevant information during this first interaction is critical for successful outcomes.

Understanding the Initial Assessment in Swimming Lessons

Importance of Recognizing Trauma

• It's crucial to acknowledge that a child may have trauma related to water, such as from witnessing or experiencing drowning. This can affect their swimming experience negatively.

Asking the Right Questions

• When assessing a child's background with water, be specific and cautious. For instance, ask if they have had any experiences in aquatic environments, which could yield either positive or negative responses.

Gathering Essential Information

• During the initial welcoming phase, it's important to know the child's name and age as these details are vital for personalized interaction and assessment.

Aligning Expectations with Parents

• A key question during diagnosis is understanding what parents hope to achieve through swimming lessons for their child. This helps set clear expectations rather than vague goals like simply learning to swim.

Clarifying Goals for Effective Communication

• Instead of asking general objectives, focus on specific outcomes desired by parents (e.g., physical activity vs. overcoming shyness). This clarity aids in aligning expectations effectively throughout the process.

Managing Parental Expectations

• Establishing long-term expectations is essential early on; this includes discussing potential outcomes beyond just learning survival skills in water, which might lead parents to prematurely withdraw their child from lessons once they feel basic skills are achieved.

Creating Focused Conversations

• By reducing distractions and focusing on relevant questions about their child’s needs (like energy levels or social interactions), you can facilitate deeper conversations that reveal more about parental concerns and desires for their children’s development through swimming lessons.

Deepening Understanding Through Dialogue

• Engaging parents in discussions about specific behaviors observed by teachers (e.g., agitation or shyness) allows for a more nuanced understanding of how swimming can address these issues effectively rather than providing generic solutions.

Addressing Individual Needs

• If a child has specific challenges (like fear of water due to past trauma), it may require tailored approaches such as specialized classes or individual attention from instructors to meet those unique needs effectively.

By following these structured steps during initial assessments, instructors can ensure that both children's needs and parental expectations are met comprehensively within swimming programs.