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Стратегическое планирование в бизнесе » Архив блога » Тайный покупатель как способ улучшить бизнес
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Бизнес-коучинг

Тайный покупатель как способ улучшить бизнес

11.04.2016 от Aleksei Drozdov

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Последнее время стала очень популярной услуга “Тайный покупатель”. Суть которой заключается в том, что в качестве клиента в организацию приходит (или совершает звонок) специальный человек. Который проверяет работу продавцов-консультантов в банке, автосалоне, в мебельном салоне или в любой торговой точке.

Основная задача тайного покупателя - проверить, насколько хорошо продавцы или консультанты выполняют те инструкции по работе с покупателями, которые они получили (и которым их обучили).

В чем особенность проверки Тайным покупателем?

Прежде всего в том, что в проверяемой компании для сотрудников существует стандарт работы с клиентом (покупателем), выполнение которого и проверяет тайный покупатель.

Нужно понимать, что все больше компаний стремятся сделать работу своих продавцов такой, чтобы клиенты 1) получали высокий сервис обслуживания 2) получали больше информации о продуктах компании 3) покупали продукты компании и 4) снова возвращались в эту компанию.

Поэтому для продавцов (продавцов-консультантов) пишутся инструкции того, что и как говорить, как работать с возражениями покупателей, как совершать допродажи (которые увеличивают общий объем продаж).

Обычно эти инструкции являются составной частью Книги продаж, в которой описываются основные моменты бизнеса: портрет целевой аудитории, технологии продаж, товарная матрица, скрипты продаж и т.д.

Руководитель бизнеса может заказать услугу “Тайный покупатель” у специализированных организаций или организовать процесс самостоятельно.  Важно понимать, что проверка продавцов является частью процесса обучения сотрудников, выполнения инструкций и способ улучшения бизнеса (улучшения сервиса и увеличения продаж).

Рубрики: тайный покупатель, книга продаж, продажи, Бизнес Собственника |

Обсуждение закрыто.