Try to solve customer problems efficiently. We determine the client's benefits. Frequent causes of conflicts with clients in a beauty salon

Selling text cannot be written based on assumptions and guesses. Before you start writing, you need to colossal work, which often takes longer than writing the text itself.

The more accurately and deeply you conduct the research, the more data you will have to compose effective sales text.

Your selling texts are read by your clients. Therefore, before starting work, you need to think very carefully and productively about your future readers.

In this article we will analyze the tasks, problems and benefits of clients, which should always be taken into account before starting to write a text.

The article consists of three parts:

1. First, we will analyze the tasks, problems and benefits separately and divide them into groups.

2. After that, we’ll use an example to see how to work with this data.

3. And at the end you will receive a small roadmap for studying your client.

Let's get started. In order.

Client tasks

Customers make purchasing decisions when they are faced with a specific problem that needs to be solved.

These tasks are divided into three types.

1. Functional tasks

When clients want to complete a specific task or find a way out of a current situation.

• Install winter tires on a car
• Lose weight by 5 kg
• Clear the path in front of the house of snow

2. Social objectives

These are tasks that are associated with the formation of a person’s image in the eyes of others.

• Look good in your environment
• Gain influence from the right people
• Receive special status in a certain circle of people

3. Emotional tasks

These are tasks that clients want to perform in order to achieve a certain emotional state: calm, safety, joy, etc.

• Make sure your investment is safe (peace of mind)
• Equip the house with CCTV cameras and alarms (security)
• Give someone something they have been dreaming about for a long time (joy)

Importance of the task

Not all tasks are equally important to the client. Some he needs to solve right now, others are postponed “to tomorrow”, and the rest (not so important) - they can be solved later or not solved at all.

Consider the context

Client tasks often depend on the context in which they are performed. Sometimes the context itself imposes not always convenient restrictions. For example, customers use their phones differently on a train than when driving a car. And going to the cinema with children or friends is very different from going to the cinema with your loved one.

Client problems

This is everything that the client cares about before, during and after completing the task. Or it just prevents you from doing it. This also includes the risks of an unsuccessful outcome associated with the possibility of failure to complete a task (or its poor performance).

Typically there are three types of customer problems:

1. Undesirable results

• Functional problems - the solution does not work or works poorly
• Social problems - when I do this, I look bad in the eyes of others
• Emotional problems - when I do this I feel bad

2. Obstacles

These are factors that prevent the client from starting a task or slow down its completion.

• I don't have enough time to complete this task neatly and correctly
• I don't have money to buy this solution
• To solve this problem, you need to know programming languages

3. Risks

Possibility of an undesirable outcome is something that can go wrong or create negative consequences.

• I may lose the trust of my partners if I do this...
• There is a possibility of losing money if I make this decision...
• Perhaps for me this solution is a waste of time and money

Severity of the problem

If clients' tasks are important or unimportant, then the problems can be severe or moderate.

Client benefits

Benefits are divided into four categories based on results and benefits.

1. Necessary benefit

This is a property without which the solution will not work.

For example, when buying a smartphone, a client expects that it will at least be possible to make a call.

2. Expected benefit

These are significant benefits that the client expects to receive, although in principle they can often be dispensed with.

For example, buyingiPhonethe customer expects it to be comfortable and stylish, just like the company's other productsApple.

3. Desired benefit

This is a benefit that goes beyond the client's expectations and which he would not refuse.

For example, it is desirable that the newiPhonewas compatible with other devices.

4. Unexpected benefit

This is an advantage that the client is not aware of. Bye Apple company did not offer touch screens to users and did not launch App Store, no one suspected that they could be part of the phone.

Significance of benefit

The benefits are also assessed by the client as serious and moderate.

What to do about it: let’s look at an example

This is where the second part of the article begins.

We have given characteristics and options for clients' tasks, problems and benefits. Now everything seems complicated, so let's break it down specific example.

Let's imagine that we need to write a sales text for the Stroika company. The name of the company was invented as an example - all similarities with a real business are coincidental.

The company wants to sell the service “Construction of cottages”. For this purpose, it was decided to write Commercial offer, which will be sent to potential clients.

Before writing the text, you need to study the potential client - to whom this CP will be sent.

We define the client’s tasks

A potential client always has a task, and more than one. All of them are divided into types and degrees of importance. But there is always one main task from which it is built.

In the case of our example, the client has a task - to build a cottage. And now he chooses a company to which he will give money in exchange for construction services.

Let's make a list of client tasks and divide them by type.

Functional tasks- build a comfortable cottage for living

Social task— build a cottage that will look richer than others in my area (+ to client status)

Emotional challenge- ensure reliability construction company(be calm about the budget), install an alarm system in the cottage (security).

To make everything systematic and convenient, let's record the data in a table.

We identify client problems

Problems are what worries the client before, during and after solving the problem, as well as the risks that the client wants to avoid.

Undesirable result— the cottage is not completed or built poorly (cheap materials, the roof leaks, the walls and windows whistle from the wind, etc.)

Obstacles— there is not enough money to build such a cottage

Risk- if the cottage is not built before the New Year, you may have to increase the budget, since materials will become more expensive in the new year. That is, I will lose money.

We supplement the table

We determine the client's benefits

These are the results and benefits that the customer wants to receive when making a purchasing decision.

Necessary benefit - a built cottage in which you can live comfortably.

Expected benefit - cottage in an area with convenient infrastructure and adequate neighbors.

Desired benefit - cottage on the lake or with a pool in the yard

Unexpected benefit - additional plot of land adjacent to the cottage.

We supplement our table

In fact, there should be much more tasks, problems and benefits. The longer the list, the better for the future text.

In this article, we limited ourselves to a few options so as not to make this a long book, which you will never finish reading.

Therefore, every time you fill out these lists, dig as deep as possible and work through each item in more detail.

Determining what's important

Now let's highlight the important points in the table in red, medium importance in orange and less important in green.

We need this in order to understand what to start from in the process of writing a commercial proposal.

Now from this table we will make a single list with all the items in order of importance from top to bottom.

We close each item

We have points (tasks, problems and benefits) that need to be reflected and closed in the text.

Our fictional company "Stroyka" does this as follows:

The client wants a cottage— we build cottages.

Wants quickly— we build cottages in a maximum of 6 months.

High quality so that walls and windows don’t whistle— we give a quality guarantee and stipulate it in the contract.

Stay within budget so that the price does not increase in the process— we calculate the cost of materials at the start and purchase everything right away, so even if the price of materials increases, it will not affect the budget in any way.

In an area with convenient infrastructure and adequate neighbors— the client can choose the area for construction and, if desired, meet future neighbors.

So that the construction company can be trusted- we have reviews, Thanksgiving letters, reports from previous projects and client contacts who can talk about our work.

To make the house stand out among others in the area— at the design stage, the client will see what the cottage will look like after the work is completed. If desired, together with designers and engineers, he can adjust individual aspects inside and outside the cottage.

Install an alarm or other security systems— we offer three options for protecting the cottage to choose from. The client can choose any one depending on his preferences.

Lakeside or with a pool in the yard— we do not have a place for construction on the shore of the lake, but we can design and install a pool in the courtyard of your cottage.

Additional plot of land— if the client wants an additional plot of land near his cottage, this can be discussed at the stage of creating the project.

This is similar to handling objections.

Read more about working with objections in our articles:

Now we have enough information to write text.

Let's start creating text

We remember that it is important to reflect the main benefits at the beginning of the text so that the potential client understands that this offer is beneficial for him.

We suggest this headline

This is the first option that came to mind. Naturally, it may change in the process of further research. This is just a draft.

The main thing is that we reflected 4 important points from our list in the title

In this article we will not describe each of them. I'm sure you already understand the train of thought - close all the items on the list.

Conclusions + step-by-step instructions

Let's summarize and write down the main actions

• Determine who your client is
• Study the client's tasks
• Study the client's problems
• Explore customer benefits
• Determine the importance of each item
• Make a list of items in descending order of importance.
• Start from a list when creating text

At the same time, first cover the most important points for the client, smoothly moving on to the less important ones.

Researching clients before writing is interesting, useful and profitable. How deeply you work through the objectives, problems and benefits will determine how effective the text will be. This is what it should be made of.

Try it. You can do it. Good luck.

P . S . If you have any questions, comments or ideas for future articles, leave them in the comments. We will be grateful and will definitely consider it.

Calm an angry customer. It can be very difficult with such clients. You will need to separate their emotions from the problem and get to the bottom of it. Save positive attitude, acknowledge the client's feelings and let him know that you are ready to help. Then start working with the client on possible solutions Problems.

Learn to help clients get what they want if they are not happy. You may have to work with a client who was upset by someone else in your company. For example, you are a restaurant manager, and the client is not satisfied with the work of the waiter. Greet the client with a smile, introduce yourself and offer assistance. When you talk to a customer, don't apologize for poor service. Ask informative questions, double-check facts, and make decisions that leave the client happy.

• Ask the client to explain what happened.
• Going back to the restaurant example, when the customer explains the problem, try saying, “I understand what you're upset about. It would be unpleasant for anyone in your position. We have come to the conclusion that we can do... What do you say?”

Unfortunately, this can happen (and does happen) with every performer - having received his final version of his order, the client, instead of a joyful smile and happy applause, becomes gloomy before his eyes and looks clearly disappointed. Perhaps you yourself missed some point that the client voiced. Perhaps it didn't work out the way you intended. Perhaps the client is just having a bad day and doesn’t like everything at all.

Regardless of the cause - the client is not happy with your work and you are on the verge of losing both the order and the loyalty of the customer himself, and in addition - the potential deterioration of your own reputation.

But don’t be discouraged and give up, thinking that everything is already lost - today we’ll talk about what needs to be done in order to handle the situation correctly and, moreover, gain even greater respect from the client and increase your rating in his eyes.

So, here are seven steps to help you solve your problem:

1. First things first, you need to calm down. Yes, we all understand that the client’s dissatisfaction after painstakingly done work and inner feeling its success feels like a blow to the gut and the first natural reaction will be resentment and irritation - they say, I invested so much time in this project, I didn’t get enough sleep at night, I didn’t eat enough lunches, and he...
   But only open It is precisely these feelings that you need to avoid demonstrating.- a conversation that starts with mutual reproaches is unlikely to end with something good. Try to look at the situation from a distance and not take the problem as a personal insult. Don't be defensive or withdrawn - try to be open and loyal.
2. Apologize and show empathy towards the client. No, this does not mean admitting your guilt, including global flood. This means sharing responsibility for what happened. You will figure out who is right and who is wrong and punish the guilty later - now it is important to let the client understand that you are still the same as before open for cooperation and are ready to discuss all misunderstandings that have arisen, and in addition, make every effort to correct the situation.
3. Identify the real problem. Naturally, it is clear that the client’s first reaction was: “I don’t like everything! Everything is absolutely not the way I wanted!” and similar emotional statements that in no way can shed light on the essence of the problem. For your part, you must ask substantive and specific issues to understand what exactly the client doesn’t like and what needs to be corrected and how.
   From my experience, I can say that very often the situation is not worth a damn and despite the client’s indignation, the whole problem is corrected within half an hour at most. But without detailing the problem, it cannot be solved.
4. Find out the real need. If a client doesn’t like one thing, it means he likes something else. Remember how you asked questions at the start of the project to find out from the client his real needs - do the same now. Talk to the client, ask, clarify, give hints - you need to remember that no, even the most detailed technical specification is not capable of conveying all aspects or nuances of the project with 100% accuracy.
   Be sure to clarify and summarize: “As far as I understand, you want element A to look like this, and element B to perform such and such a function. Did I understand you correctly?"
5. Improve the situation. Once you have a clear understanding of real situation things, you need to make every effort to correct the situation. No, not redoing the entire project based on the client’s new wishes is a completely separate topic for discussion, but demonstrating to the customer that you are willing to spend a little more time to make adjustments and changes is a must.
   Here it is necessary to very clearly observe a fine line and approach the issue sensibly and judiciously. If you understand that the client is simply trying to make changes and finalize a previously agreed and approved project - free of charge, you need to calmly but firmly show him agreed and signed technical specifications and clarify that the points discussed cannot be considered corrections, but will be considered additional development.
   But if you understand that the corrections that the client wants are minor or, perhaps, you did not really specify at the approval stage appearance or the functionality of any element - do what the client wants.
   Remember that a dissatisfied customer means not only a lack of orders from himself, but also from any of your potential customers from his environment.
6. Establishing feedback. After each change is made, be sure to obtain the client’s approval and consent to the changes. On the one hand, this will allow him to feel involved in the project, on the other hand, it will protect you from repeating the “I don’t like everything!” situation.
7. Summarize and analyze what happened. After successfully resolving the issue conflict situation, make yourself a cup of coffee, sit down and analyze thoughtfully— why did the problem arise? What could you have done at the development stage to neutralize it? What should you do next time to prevent the situation from happening again? How should you behave if the situation does happen again?

Such an analysis must be carried out, because it is the key to your skill in communicating with clients. From origin problem situations no one is insured and no one has yet succeeded in foreseeing everything, but there are actually very few performers who know how to work with dissatisfied clients, and that is why the sooner and better you learn to do this, the stronger your “foundation” of regular customers.

How do you solve the problem of a dissatisfied customer?

There is an observation that salespeople encounter certain customer problems during the sales process that they cannot cope with. As a result, we get fewer sales, a drop in the company's income and the reluctance of sellers to sell. The reason for this is the lack of knowledge and skills in the field of sales. Therefore, I want to help you by providing the correct data. Perhaps this will be useful to you.

The following customer issues should be resolved by the salesperson. They directly relate to the work of the seller, and he must find solutions for them if he wants to be rich and successful in your company!

So, I would like to pay special attention to some of the problems that clients have. Any client wants to solve these problems, namely, for the seller to help them with this.

1. The client does not trust sellers due to past negative experiences: he is afraid that they will force it on him, and therefore does not want to talk at all. He doesn't know which salesman is talking to him, so he suspects the worst. On initial stage contact, the client is taciturn (shy, does not trust, sees the seller as an enemy). Get the client interested in communication. Any life story, parable, quote can help here, interesting fact, which will attract attention and the client will simply begin to listen to you, after which he will definitely agree or disagree and a dialogue will begin between you.

2. The client is not able to see the value of the product/service for himself. This manifests itself in the following: he says “expensive”, “I’ll think about it.” You must absolutely understand that these are just excuses to end the conversation. No one will think about it in the future if you let the situation take its course. If the client wants to think, then you should insist that he think, because if this is not what suits him, it will subsequently upset, first of all, the client and you. Explain that you are only focused on helping and engage in a discussion of benefits.

3. The client cannot imagine the product or service in action/in use (the client cannot imagine how his problem will be solved). What can you do in this case? Start by asking him a few questions that are related to his business, his field of activity. Surely, he will tell you about the problems that he has and then the key is in your pocket. Start engaging in the benefits of your product/service, talk about the values ​​and how it will help him: - “You said that your pen doesn’t write well and the cap always comes off.... it really causes inconvenience, and that’s why our pens designed in such a way that.... it could remove your inconvenience...?”

4. The client finds it difficult to make a decision, and he does not want to be interfered with, to be pressured when making a decision. No problem. Give him freedom of choice: - “In any case, this is your decision, whatever it is...”. Push him away a little: “Perhaps this is not for you at all, you don’t need it...”. By giving a person freedom of choice, you are more likely to make a positive decision.

5. If the client is not ready to pay right now, this does not mean that he cannot pay at all. You just need to find out what difficulties the client faces when paying, perhaps you can help him with some actions on your part. Offer help with a real desire to help and the person will not fight you.

6. For managers working by phone: the client does not call himself(the manager does not find a reason to call: - “What will I tell him?”). In fact, there are many reasons to call a client. You don't have to call to sell. You can congratulate him on his birthday, tell him about the news, ask if he would be interested in reading an article on the topic... or: - “I spoke with one of my clients and remembered you...” - this is, first of all, care and help, which together creates a desire to cooperate. And, of course, the main thing is the number of actions and the number of approaches to the client.

7. At the beginning of the conversation, the client has only one criterion for selection - price. This is true. With any sale, we are faced with the “Price” - “Values” scale. The seller’s task is to put weights on the “Values” scale and keep the client’s attention on the values ​​of the product or service that he offers. Remind him repeatedly about the benefits he will receive. Tell us how your company differs from other similar ones, involving the client in a discussion of the benefits.

Usually all these problems can be traced as follows: the client is not able to do it himself right choice, he doubts the quality, the price. And here, of course, he needs care, help and understanding for the worries and doubts that arise in him. But, at the same time, there is no trust in sellers and he constantly bypasses them.

Do you think there are any challenges in your business and your clients when it comes to making choices? Such as those listed above, or similar to them?

See which of these problems are problems for your customers, but sellers do not consider them their tasks and explain low sales volumes?

Think again and determine for yourself - do your salespeople solve customer problems? Or do they present them to you as unsolvable sales situations and all this turns into continuous “difficulties in sales”?