Metaprogramme im Verkauf – Intern – Extern

Allgemein

Hallo und herzlich willkommen auf meinem Kanal „Mehr Umsatz mit Oliver Busch“. Hier geht um die Themen Verkaufen, Verhandeln, Rhetorik und das dazugehörige Mindset, damit du in Zukunft deutlich mehr Umsatz machst und das mit einer größeren Gelassenheit.

Wir sind auf Mittwoch auf Sendung. Heute ist es eine neue Folge Metaprogramme im Verkauf. Letzten Montag habe ich über das Metaprogramm „Hinzu – weg von“ gesprochen. Nur mal kurz zur Erinnerung: Der eine geht ins Fitnessstudio, um einen schönen Körper zu haben, um etwas zu erreichen und der ist hinzumotiviert, und der andere Kunde ist eher weg von motiviert. Der will einfach nicht mehr tief durchatmen und tief schnauben und schwitzen, wenn er in den dritten Stock muss, weil der Fahrstuhl mal wieder ausgefallen ist, und wenn man so etwas weiß, wie der Kunde motiviert ist, kann man sich das Verkaufsgespräch wunderbar aufbauen, um dann die jeweiligen Trigger bei dem Kunden zu betonen. Hör‘ einfach mal rein, wenn du es nicht gehört hast. Es ist eine megageile Folge geworden, wo ich echt viel rausgehauen habe.

In der heutigen Folge geht es um den Referenzrahmen „intern – extern“. Was meine ich damit?

Vielleicht kennst du das? Du bist bemüht beim Kunden, legst ihm eine Referenz, einen Testbericht, ein Zertifikat nach dem anderen auf den Tisch, und der Kunde sagt immer wieder: „Ich weiß, was ich will.“ Wenn du das erlebst, dann ist diese Folge, mega für dich.

Schau, es gibt Menschen, die entscheiden aus sich heraus und der andere braucht immer ein wenig leichte Führung. Und das hat nichts mit Unsicherheit zu tun, das hat einfach damit etwas zu tun, dass der Kunde einen externen Bezugsrahmen hat.

Ich habe eben ein leicht überzeichnetes Beispiel dir gegeben. Aber letztendlich ist es doch so. Der eine entscheidet, weil er weiß, dass es das Beste für ihn ist und der andere braucht einfach noch eine Referenz, vielleicht eine zweite oder dritte Meinung, um eine fundierte Entscheidung zu treffen. Damit sind wir auch schon im Referenzrahmen. Der eine, der betont immer wieder, dass er die Entscheidung trifft, dass es seine eigene Entscheidung ist und der andere, der braucht mal von außen noch eine Entscheidung. Wenn man das weiß, dann kann man das Verkaufsgespräch ganz anders aufbauen und auch ganz anders argumentieren und seine Aussagen, die man im Verkaufsgespräch äußert, um dementsprechend drauf zu reagieren. Ich hab’s in der letzten Folge schon gesagt.

Es gibt in jedem Metaprogramm ein paar Fragen, die man stellen kann, um herauszuhören, wie der andere entscheidet. Wenn man weiß, wie der andere entscheidet, ich sage es noch einmal, kann man dementsprechend seine Argumentation draufaufbauen. Eine gute Frage ist, die man stellen kann: “Wie entscheiden Sie sich?“ Der der intern entscheidet, der wird immer sagen: „Ich mach das.“ oder „Ich weiß, was gut ist für mich.“ oder „Ich weiß, was gut ist für mein Unternehmen“. Der extern motiviert ist, wird sowas sagen, wie „Na ja, ich werde wahrscheinlich noch einmal meine Mitarbeiter fragen“ oder „Ich brauche noch ein Testbericht von Ihnen“. Eine gute Frage ist auch „Woher wissen Sie das xY gut ist?“ Ein interner wird sagen, du wirst es schon erraten: „“Ich weiß es einfach“. Ein Externer wird immer sagen, wie „Na ja, dazu muss ich erst einmal schauen, wie es bei anderen läuft“.

Das ist dann für dich als Verkäufer, Verkäuferin schon direkt ein Warnsignal Referenz raussuchen, gleiche Kundengröße, gleiche Branche, um dem Kunden zu zeigen, da läuft es. Eine gute Frage ist auch: „Mögen Sie Ihre Entscheidung davon abhängig machen, wie Sie die Dinge sehen oder was andere Leute darüber denken?“ Und das ist auch eine ganz klare Frage darauf, wie jemand intern oder extern seine Entscheidung trifft.

Lass uns doch jetzt einmal die einzelnen noch einmal kurz im Einzelnen beleuchten, damit du in Zukunft weißt, wie du es genau angehen kannst.

Der Link zur Episode:

https://podcasts.apple.com/de/podcast/metaprogramme-im-verkauf-intern-extern/id1273593558?i=1000397850307

440 Gedanken zu „Metaprogramme im Verkauf – Intern – Extern“

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