Das große Ganze oder bis ins Detail – Metaprogramm

Allgemein

Kennst du das? Dein Kunde fragt und fragt nach jedem kleinen Detail und du denkst dir, was will er noch alles wissen? Er fragt nach der Leistung des PC’s, der Grafikkarte, dem Mainboard und am Ende will er noch wissen, mit welchen Schrauben die Hardware verschraubt ist….

Ein anderer Kunde, sagt schon nach einer kurzen Präsentation: „Ja, das passt. Ich nehme es!“

Der erste Kunde, der nach jeder Schraube bei der Maschine fragt, ist ein sogenannter Detailsortierer. Er muss alles ganz genau wissen und will alle Hintergrundinformationen haben, bevor er überhaupt in Erwägung zieht das vorgestellte Produkt zu kaufen.

Einem Globalsortierer dagegen, reicht ein Überblick über das Ganze. In diesem Beitrag möchte ich beide Typen einmal genauer aufzeigen und auf was man achten sollte.

Das Metaprogramm Global – Detail

Jeder Mensch benötigt für eine Entscheidung, die er trifft, eine bestimmte Menge an Informationen um eine Wahl zu treffen. Das ist von Kontext zu Kontext unterschiedlich. Also von (Ver)Kauf zu (Ver)kauf auch.

Ich würde dir empfehlen, bei jedem Gespräch mit dem Kunden darauf zu achten, wie er die Informationen verarbeitet. Daher ist es wichtig, ganz genau hinzuhören, wie dein Gegenüber mit den Informationen umgeht. Das heißt, fragt er nach vielen Details oder ist er mit deinen wenigen Informationen zufrieden.

Stell dir mal vor, du erklärst deinem Kunden ganz detailreich wie dein Produkt funktioniert und deinem Gegenüber reicht, es wenn du ihm kurz sagst: „Das ist es, das kann es.“ Punkt! und er kauft. Wenn du zu viel redest, zerredest du dir den Kunden (was abgesehen von dem hier vorgestellten Beispiel eh leider viel zu häufig passiert.)

Es ist wichtig präzise in der Wortwahl und Wortgewalt zu sein!

Woran erkenne ich nun einen Globalsortierer?

Der Globalsortierer nutzt Worte wie: allgemein, generell, im Großen und Ganzen, wesentlich, kurz, gefasst und universal. In der Körpersprache macht es sich folgendermaßen deutlich: Er ist bei deinen Erzählungen ungeduldig, blickt in die Ferne und macht weit ausholende Gesten. Bei diesen Kunden solltest wie bei anderen Kunden auch, die gleiche Wortwahl verwenden, z.B. „Im Großen und Ganzen habe ich Ihnen alles gezeigt.“

Allerdings sind unsere Produkte mittlerweile so umfassend und in mehrfacher Ausführung vorhanden, dass es nicht immer leicht ist, für den Kunden (egal ob Globalsortierer oder Detailsortierer) das richtige Produkt auf Anhieb zu finden und zu verkaufen.

Doch wie geht man vor, wenn ich einen „Globalen“ vor mir habe? Folgende Formulierungen könnten z.B. sein:

„Herr/Frau…Sie hatten mir eben gesagt, dass Ihnen eine große Motorisierung wichtig ist und besonders ein Navigationssystem, richtig?“

In dem Moment wiederholst du deinen Kunden, also paraphierst (wiederholst) dem Kunden, was ihm wichtig ist und anschließend gibst du, was aus deiner Erfahrung heraus nach anderen Kunden wichtig war, deinem jetzigen Kunden vor:

„Vielen Kunden die auf die große Motorisierung und das Navigationssystem geachtet haben, denen war auch das Sicherheitssystem und die Lederausstattung wichtig. Ist Ihnen das auch wichtig?

Bejaht der Kunde diese Frage, dann hast du noch zwei weitere Pakete beim Auto dazu verkauft oder wenn nicht, zumindest angeboten.

Was ist jetzt der Detailsortierer?

Der Detailsortierer braucht Informationen, Informationen und wenn das nicht ausreicht, dann noch mehr Informationen. Wenn du zu allgemeine Informationen gibst, wird es für diesen Kunden schnell demotivierend.

Dieser Kunde verwendet Worte wie z.B.: exakt, gründlich, genau, in die Tiefe gehen und spezifisch. Seine Körpersprache ist eher klein gehalten, fokussiert sich auf bestimmte Details und macht viele kleine Dinge. Bei diesem Kundentypen solltest du aufpassen, dass du nicht tiefer und tiefer in die Details verfällst. Sonst wird dieses Gespräch endlos und ihr kommt sprichwörtlich vom Hundertstel ins Tausendstel.

Deshalb mache regelmäßig Testfragen und Abschlussversuche!

Probiere es einfach und gebe mir ein Feedback und folge meinem Youtubekanal :

https://www.youtube.com/channel/UCXgengOMZxSJorSzVtPlK5A

Instagram:

https://www.instagram.com/busch_oliver

Facebook:

https://www.facebook.com/verkauf.rhetorik.verhandeln/

Twitter:

https://twitter.com/ollib2010

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