Where to take clients to a private garden. We open a private kindergarten: how the business works in the field of preschool education

Their biggest concern is the legitimacy aspect of such an event. They can be reassured, this is a legal business and encouraged by the state. The main law you need to know: The Law on Education in the Russian Federation. Article 91 of this document says that only educational institutions are subject to licensing. It will also be useful to study the Housing Code, it says that residential premises can be used for individual entrepreneurial activity if the entrepreneur lives there legally and his activities do not interfere with neighbors (Chapter 2, Article 17). In 2013, the Decree of the Chief Sanitary Doctor of the Russian Federation was issued, which describes all the requirements for preschool institutions.

How to open a private home kindergarten?

Attention

4. sales and marketing

Important

How to open a private kindergarten, where to start, how much money will it take? Is it legal? How to organize hot meals, naps and walks for little clients? What documents to issue, is it necessary to obtain a license, transfer the premises to a non-residential fund? These and other questions are answered in this article. Here you will find comprehensive information on how to organize a private kindergarten in your apartment or rented cottage, get a lot of practical advice, and see the real numbers of your expenses. Calling the opening of a private kindergarten a simple business is hardly correct.

We figure out how to open a private kindergarten and what is needed for this

• an office of a medical worker, with a full set of necessary medicines, first of all, first aid supplies;
• sports hall (sports complex) for physical education, equipped with the necessary equipment;
• rooms for hobby classes: a speech therapist's office, a psychologist's office, an art studio, a choreographic hall, a swimming pool, etc.
• catering department;
• toilet rooms equipped for children with washbasins, cabinets for towels and storage of household chemicals, child seats for toilet bowls;
• lockers for storing clothes also should not be in the bedroom or dining room, a dressing room is needed.

All rooms must be equipped with fire alarms, lit with natural and electric light, have a temperature of 22 degrees, and be painted with moisture-resistant paint. Finally, all the obstacles behind.

We open kindergartens and make them profitable

The contract must contain a clause that the landlord agrees to open a private kindergarten in the rented premises.

• Contracts with staff (nannies, cleaning lady, cooks).
But a license to open a kindergarten is not needed! This follows from the documents listed above. Please note: failure to obtain a license minimizes communication with the SES and Pozhnadzor. Their numerous requirements are worth considering, but official permission from these organizations is not required.
The beginning of all beginnings - pencil, calculator, common sense Before you open a private kindergarten at home, a business plan and its analysis will clearly show your expected profit. Make a plan in detail, based on real numbers.

Channels for attracting customers to kindergarten

Benefits for private educational institutions - the abolition of value added tax.

• Local governments provide subsidies for the establishment of a private educational institution and the rental of premises, or you can find a building owned by the municipality, which will also significantly reduce costs. In some cases, you can get other types of assistance from the state and the CHI, this can be clarified with the local education department that oversees this industry.
• The profitability of a kindergarten can be increased by participating in a municipal order, for example, the education of children from 1 to 3 years old, significant amounts are allocated for this from the municipal budget.

The business of a private educational institution does not belong to the highly profitable, but it is considered quite promising.
Practice shows that the inspection bodies (SES, Pozhnadzor, Rospotrebnadzor) are also quite loyal to the "children's" business - unless, of course, an emergency occurs in the garden and numerous complaints are received from parents. Thus, our kindergarten is not an educational institution, but a developmental school for children. The concept of our development school, for which business payback calculations were made, is a mini kindergarten, with the duration of the stay of children for about 4 hours, the child's food is not included in the cost of providing services.
Hours of operation are from 9:30 a.m. to 1:30 p.m. If desired, parents with children give them fruits, cereals for food, but all this must be packaged and of good quality. How to open a private kindergarten without a license: frequently asked questions

1. Is it true that a license to open a private kindergarten is not needed? - Truth. A license is required only for educational programs.

Otherwise, the same requirements apply to the documentation of a family home kindergarten. Advantages of a family kindergarten:

• A small number of children, the child will quickly get used to the team;
• Individual approach to the upbringing and nutrition of each child;
• The conditions are almost like home.

• High pay;
• There is no educational process;
• Perhaps the lack of pedagogical education among the owners of the kindergarten;
• Lack of space for games.

Indicative business plan To open a private preschool, you need to draw up an approximate calculation of expenses and income, that is, a business plan. The first expenses are registration, which takes about 4-10 thousand rubles.
Renting a room can cost from 30 thousand rubles and more.

Where to take clients to a private garden

In recent years, it has been quite difficult for young parents to place their baby in a municipal kindergarten due to a lack of places. You have to queue up from his birthday, but it’s not a fact that the place will be received when the child reaches 2-3 years old. A private kindergarten comes to the rescue - a fairly new and promising direction for small business.

Info

At first, advertising of a kindergarten is necessary to attract customers, it can be leaflets, newspaper ads, advertising posts on the Internet, etc. - about 5 thousand rubles. In total, at the initial stage of opening a business, it may take from 200 to 700 thousand rubles, depending on the number of planned groups. Opening one group of 8 children in their own premises will cost about 170 thousand rubles.

Its advantage is that we do not impose a service. On the contrary, we are actually doing a favor to those who seek it. How it works? The child is 3 years old, and it's time to arrange him in kindergarten. Dad and mom do not want to give it to a municipal institution, or there are physically no places in neighboring kindergartens. What happens in such cases? You can raise acquaintances, consult with them, try to get a job, negotiate, etc. Or you can just open a browser and search for "kindergarten in Zhukovka."
IMPORTANT! Honestly, I did not check what would be shown as a result of the issuance, when I suggested to score a request above. And now I checked. What do you think that both Yandex and Google showed me? In the first place in both search engines is the network of private gardens Sun School. And this is not even content, but the miracles of seo-optimization.

If a unique selling proposition is provided for in a kindergarten, a specialist is needed to provide this educational service:

• teacher of additional education in English,
• psychologist,
• head of physical culture,
• art teacher,
• music director,
• choreographer, etc., depending on the chosen direction.

And finally, the children. It is desirable that children in groups are selected the same age or with a small difference (plus or minus 1 year). Since educational activities will be carried out in a private kindergarten, there should be toys and stationery in groups.

Sofya Timofeeva and Anastasia Shevchenko, co-founders of the Umnichka children's eco-club, founders of the Your Club project, share their experience in attracting children to the club. How to interest children and win the favor of their parents for the benefit of all parties.

Sofya Timofeeva and Anastasia Shevchenko, co-founders of the Umnichka children's eco-club, founders of the Your Club project, will tell you how to attract new children to your club and how to win over their parents.

It's no secret that the success of any business directly depends on a developed client network. And the kids club is no exception.

However, the peculiarity of this business is that the clients here are funny and curious kids, each of which is unique in nature and needs a special approach.

Let's test

Currently, the Internet, print media, and the streets of the city are literally full of ads offering services for the early development of children. And parents among all this diversity are quite easy to get confused.

They are constantly faced with a choice: which club to give preference to? What courses should you take your child to? Therefore, invite your potential clients to attend your trial classes. While the kids will be engaged with teachers, the club administrator can fruitfully communicate with parents, introduce them to the full range of services, talk about traditions and achievements, about bonuses and promotions.

And parents, in turn, can get acquainted with the methods, examine the situation, and in general feel the spirit of the holiday and creativity of your club. It is this factor that can play a decisive role when parents choose a children's club for their baby.

Trial lessons can be both paid and free. But if you conduct trial classes for free, then be sure to include their payment in the price of the subscription when it is sold. In other words, if the client liked the course and decided to visit your club, then payment for the course should begin with a trial lesson.

Otherwise, if the trial classes are simply “gifted” to clients, you risk incurring decent losses, because. no one canceled the rent and salaries of teachers.

Give gifts

What do kids love the most? Of course, gifts! But the most interesting thing is that adults love gifts no less. They just like gifts differently. If a child who crosses the threshold of your club for the first time can be given small souvenirs, small cars, pencils, notepads, thereby endearing him to himself and leaving a pleasant memory of your club.

Then adults will like bonuses, promotions and discounts on your services, with which you can significantly save the family budget. Although the matter, of course, is not so much in economy as in the psychological aspect. It's always nice to receive gifts!

And this will be another important factor that will make you stand out from your competitors. So regularly hold promotions, provide discounts, give bonuses. Some of the most effective promotions that influence the flow of customers to the club are promotions such as “Bring a friend” or “To the club with friends”.

The meaning of this promotion is that those clients who have brought their friends to the club are given a discount on the payment for classes. It is worth noting here that the best advertising for a kids club is word of mouth, and it is in your power to make sure that it broadcasts exclusively on your wavelength, notifying the target audience of the high quality of your services.

Do not forget that in addition to the club, your clients visit a number of other children's places - these are playgrounds, kindergartens, and clinics. And during the time that the children frolic with each other, their mothers have time to discuss more than one topic.

And one of the most talked about is early childhood development. Therefore, the “Bring a friend” campaign can be a strong enough motivation for parents to tell your potential clients about all the advantages and merits of your club and invite them to visit you.

Sector "Prize"

What else do children like besides gifts? Participate in games and competitions, win and receive prizes. The most interesting thing is that growing up, many of us continue to participate in competitions, striving to win and receive a well-deserved reward for this.

We still have the spirit of competition! Apparently, this is why contests and quizzes held on social networks are so popular among community members.

Take advantage of this opportunity too. Arrange a contest on your page on a social network and play a subscription to classes in your club. Trial lessons in your club for all participants can become incentive prizes.

We meet guests

"He who visits in the morning, he acts wisely." The point of view of Winnie the Pooh is shared by most of today's children. They just love to visit, especially where they are warmly welcomed. New environment, new friends, new toys. What could be more interesting!

So arrange a free creative workshop in your kids club. Put up ads on nearby houses, hand out flyers, ask your clients to tell their friends and neighbors about a free workshop that will take place at your club.

This is a very effective way to increase your customer base. After all, in addition to the wonderful fake that the kid will have as a memory of your club, he may well have a desire to continue acquaintance with the children, and with the teachers, and with the kind of creativity that he touched.

To each according to his ability

Imagine the situation: a kid came to your club for a trial lesson, worked out with a teacher, made friends with other children, he liked everything and his mother too. But that's not the problem! They can't afford to attend your classes right now. There are different situations in families: the birth of a second child, temporary unemployment, problems with business.

Yes, you never know. It would seem that there is already a potential client, but he may never turn into a real client. Therefore, in order for the club to really make a profit, it is necessary to determine a diverse pricing policy. Those. provide different classes at the club, at different times and at different prices. For example, you can set lower prices for classes during grace hours, when club attendance decreases for objective reasons.

Thus, another problem will be solved - forced downtime, when groups are not recruited, or poorly staffed at lunchtime or in the morning. You can also provide different types of courses, some will cost more, while others will be cheaper. However, all courses without exception must be of high quality!

And in conclusion of the article, I would like to cite an outstanding businessman who said: "Do not allow yourself to doze off in inaction." In order for your club to bring you profit, constantly improve, come up with something new, unusual, non-standard, which will cause a great desire among kids and their parents to look into your club and become its regular customers for many years to come.

And why this market is waiting for big changes.

To bookmarks

An example of equipping a modern private garden

What is private preschool education? I will not talk about nannies and tutors, but I will take only organized communities that provide services for the education and development of children.

• Children's clubs or children's centers - they provide services for conducting classes for preschoolers on a variety of topics from English to Pilates. The program is made up of dozens of different scraps and is constantly changing, just as demand and fashion change. Classes last from 20 to 40 minutes and are either paid one-time or purchased by subscription.
• Private kindergartens or care and supervision groups are already full-fledged kindergartens with permanent teachers and an established schedule of classes. Children are in kindergarten from 8 am to 7 pm or even longer. Payment is made for the whole day or half a day. Sometimes additional classes are also paid - like in a kids club.

The difference between a club and a kindergarten is gigantic. They have nothing in common, except for their relation to the sphere of social services. The club is a streaming story that needs an average of 100-150 customers per month to exist. It is very easy to attract parents to the club, but it is difficult to keep them. It is easier for a club to recoup its initial expenses and reach profitability already in the first or second month, but a stable income for most clubs is a very difficult and almost unrealistic goal.

Kindergarten is more difficult to organize, it needs more time to reach zero, and the kindergarten will have to attract the first customers with great difficulty. But it is worth recruiting the minimum number of children for self-sufficiency, and all the advantages of this particular service will become clear.

LTV of a client in a Moscow private kindergarten of an average level is 120-150 thousand. Each child who comes to the kindergarten after it reaches profitability brings from 80% to 90% of the net profit to the owner of the kindergarten. I am very familiar with the market of kindergartens, so I will continue my story only about them.

How the market is changing

Six years ago, when we opened the first kindergarten in Moscow, the market was at such a level that you could just make a nice picture and a cozy atmosphere in the kindergarten, not be rude to customers, feed the children deliciously and not scold them. It made you just head and shoulders above everyone else.

The first kindergarten cost a total of 800 thousand rubles of investments at the time of opening and another 800 thousand rubles for the first year of operation. We spent 180 thousand rubles on renting a house for two months, 120 thousand rubles on furniture, 250 thousand rubles on cosmetic repairs, 150 thousand rubles on toys and didactics, 100 thousand rubles on advertising, equipment and wall painting in the house. By the beginning of the second year of work, the kindergarten was completely filled and had already paid for itself.

That first garden

Of course, in such conditions, those who wanted to cut down easy money immediately appeared. In the area where we started in 2012, there were two private kindergartens. By the middle of 2013 there were 11 of them, and in 2014 there were already 22 of them. Now there are 26 of them, and the number is constantly jumping.

This oversaturation of the market affected everything. Widespread denunciations to the controlling authorities from competing neighbors, an overheated contextual advertising market, tortured customers - they simply could not look through all the options they were interested in.

The owners of the gardens did not think about how to make their own developmental program and a combined plan for pupils, but how to rip off a competitor's banner from a gazelle at a nearby intersection. In 2014–2016, the market was actively developing, choosing the best forms, concepts and approaches to preschool development.

In 2017, the trend was taken for the final death of obsolete private gardens. It is enough to look at the ads on Avito and see what a huge number of private gardens are for sale. Many franchise points are being closed, and the rest are rebranding and actively modernizing the program and equipment.

State regulation

• Private kindergarten is just the name of the service. It is not fixed anywhere, it is not described by anyone. A private kindergarten can be an individual entrepreneur, LLC, ANO, CHOU, NOU, NOCHU and any other NPO. A private kindergarten does not require a license. There are two different services in the legal field - childcare (without a license) and pre-school education (only with a license).
• Private kindergartens come with and without a license for educational activities in any PPP. Formally, if a private garden does not have a license, it is impossible to train in it. And training, according to the Law on Education, is an activity for the implementation of educational programs with a final assessment. That is, you can conduct classes in a playful way, without the involvement of approved methodological literature and work calmly without a license. And, for example, if none of the programs suits you, and you use a bunch of elements from both the Federal State Educational Standards programs and foreign methods, then you will have to prove everything in court if the prosecutor's office is pointed at you.
• Obtaining a license, the owner of a private kindergarten spends a huge amount of nerves, time and money. The result is simply protection from prosecutorial checks. In practice, all good kindergartens work according to their own adapted programs, which are better not to show when obtaining a license, but to take any official GEF program, throw out everything that is simply impossible to implement from it, and proudly declare that "we work according to GEF" . The system is very strange and creates more problems than good. The unified standard is hopelessly outdated, and the state continues to demand it. As a result, none of the best kindergartens work according to pure GEF methods (even in state kindergartens), but everyone pretends to work.
• The license says absolutely nothing about the quality of the service. It does not guarantee that the child will receive knowledge, that he will be treated well, or that the kitchen is always clean and tasty. A license for a private kindergarten is now an element of protecting your business and part of a promotion strategy. In the current realities, kindergartens with a license use it exclusively as an element of advertising and actively slander competitors: “But we have a license.”
• The state helps private educational organizations (NPOs) and organizations equated to them (LLC). The subsidy for a child in Moscow is 3,000 rubles per month. In the Moscow region - from 3,000 rubles to 18,000 rubles, depending on the area. NGOs are required to receive a subsidy, LLCs receive a subsidy only if they are very lucky. In Moscow and the Moscow region, I know only a few cases when an LLC has taken a subsidy. As far as I know, there is no subsidy for individual entrepreneurs in the Moscow region. But, getting up on a subsidy, a kindergarten loses the right to apply special tax regimes, therefore, for Moscow and most regions of the Moscow Region, the subsidy does not even close to cover the costs associated with the transition, for example, with PSN.
• To obtain a license, you need to pass the SES check (easy) and Rospotrebnadzor (long and expensive). If the kindergarten is an LLC or an individual entrepreneur, it should not be tested by firefighters.

In my experience, most of the best private kindergartens in Moscow operated without a license for the first few years. Many of them later received it, but did so solely in order to be protected from sudden checks. Many kindergartens operate without a license today, and this does not make them worse or better than others.

All this was written to substantiate one simple idea - state regulation of the preschool development market is now a vestige that gives rise to a lot of myths and legends and prevents business owners from focusing on the main thing - high-quality parenting.

If a private kindergarten wants to be successful, it must focus on its final client, and not blindly do everything that the state has charged it with.

Business Mathematics in 2018

Below I will give a rough example of the cost of a good 300m² project. Actual for Moscow and the Moscow region.

• Premises for rent. 250-300 thousand rubles with a communal apartment. You can find cheaper, and there are always options much more expensive. It is better to take a room with repairs and a fire alarm.
• Premises renovation. If you took shell and core. 4–6 million rubles will be spent on a final repair, excluding specialized equipment.
• Furniture . There are three options here. You can buy standard furniture for kindergartens. It will cost 150-300 thousand rubles, depending on the quality of the products. You can order designer beds, chairs, lockers - this is already 300-600 thousand rubles for a complete set. And you can order furniture from various craftsmen turnkey equipment. These masters are educators who adapt the space for children and do everything in the same style. Such projects start from 700 thousand rubles and reach several million rubles.
• Wall painting. A good kindergarten should be fun and interesting. To paint the walls in such a room will cost from 120 thousand rubles.

An example of the complex equipment of kindergarten spaces

• Equip the kitchen. A set of equipment and utensils starts from 150 thousand rubles for a kindergarten in three groups.
• Didactic materials for the first year of work. 120 thousand rubles, if not much saving.
• Toilet area. 100 thousand rubles with work.
• Payroll for the first time. Salary of teachers (50-35 thousand rubles a month), three nannies (35 thousand rubles a month), a cook (35 thousand rubles a month) and visiting teachers (five people - each 20 thousand rubles a month). If the owner does not manage the business, then in the first month a manager is needed - this is another 50 thousand rubles.
• Loss coverage. Kindergarten in Moscow goes to zero on average for three to six months. Therefore, it is worth laying down two to four full monthly kindergarten budgets to cover losses.
• Advertising budget. 50 thousand rubles a month.
• Taxes. Patent - 18 thousand rubles a year (for Moscow).
• And you will definitely want to buy a set of very cool Japanese microfiber rugs or china mugs for guests.

In general, spending is different, sometimes they seem very stupid, but if a person wants it so much, then why not. After all, a private kindergarten is the most personal business I know, and if the owner does not like it, such a project is difficult to save.

To reach self-sufficiency in a private kindergarten, 15 to 20 children should attend. The payback period for an average budget of 4 million rubles: 2–2.5 years with not too good performance. Net profit from the second year of work - from 250 thousand rubles.

Even ordinary hand washing can be turned into an adventure.

What will happen next

Now the trend in preschool education is shifting from a beautiful picture towards high-quality content. There are many wonderful kindergartens on the market, but there are very, very few places where they really do preschool development of children.

In the largest educational projects in Moscow, teams of professional teachers have already been assembled, and they are gradually spreading the idea of ​​a new high-quality education for children.

Now the trend is to abandon authoritarian pedagogy in kindergarten and develop a modular approach to educational activities, when each child can choose what he will do. Courses are being created for teachers of a new formation, previously unpopular concepts are being adapted - regio, peer education and many others.

The next 3-4 years will be the time when most of the old kindergartens will finally die out, where they communicate with the client as with an enemy and where educators cannot formulate even a couple of lines.

The salaries of teachers at good kindergartens in Moscow are already growing by 15-20% per year, and the demand for progressive specialists is simply huge. There are many concepts of preschool development, each of which has gone its own way and is actively developing - the state will have to accept this and introduce new licensing schemes for educational activities. At least I really hope so.

One of the main responsibilities of all parents is to provide the child with a good education. This needs to be done from an early age. State preschool institutions recruit large groups, where it is impossible to pay attention to every kid. It also often employs low-skilled personnel. Another characteristic feature is poor quality food. There is no way to ensure good development and education. That is why private kindergartens are becoming more and more popular.

Today in Russia more than 2 million children are waiting for a place in municipal preschool educational institutions. The country's government is developing bills to provide places for all children, but this problem will not be solved soon. As market research shows, at the present time this line of business is only developing, so you can consider the option of starting your own business.

Private kindergartens have the following features: lack of queues upon admission;

• the most comfortable conditions of stay and safety;
• a small number of children in the group, an individual approach to each child;
• highly qualified personnel;
• non-standard approach to learning, the use of author's methods;
• full equipment with educational materials;
• good food;
• the presence of extended groups, it is possible to work on weekends.

Activity registration

Any activity must be legal. Private kindergartens are non-state educational institutions (KNOW). Law “On Education” No. 273-FZ of 09/01/2013 allows the conduct of educational activities and obtaining the appropriate license for commercial organizations and individual entrepreneurs.

You need to choose a taxation system. The best option is USN. In the first year of operation, it is better to choose "income minus expenses." The choice depends on the size of the business.

According to article 284.1 of the Tax Code of the Russian Federation, enterprises engaged in educational and medical activities can use a zero rate for income taxes.

Documents for obtaining a license for a kindergarten:

• registration certificate;
• charter;
• lease agreement or documents confirming ownership;
• conclusion of SES and Gospozhnadzora;
• information about teachers;
• educational program of an educational institution;
• the number of pupils.

Hiring staff

When applying for a job, a person must pass a probationary period. Staff should not only have a professional education, but also be able to get along with children.

Key workers:

• director;
• educator;
• Methodist;
• psychologist;
• housekeeper.

Specialized trainings and seminars are held for employees of educational institutions.

How much money do you need to start?

There is no single answer to this question. It all depends on the size of the institution and the number of students.

1. We open a large kindergarten. To open a kindergarten for 3-5 groups, each with up to 15 people, you will need about 1.5 million rubles. Monthly costs - 1 million rubles. In order for the institution to pay off in a year, the cost of maintaining a child is set - 20,000 rubles for 5 groups or 25,000 rubles for 3 groups. These are predictions at 100% load. The best way to finance such a project is to attract an investor.

2. We open a mini-garden for 6-10 people. Costs in rubles:

• registration - 1-5 thousand;
• rent of premises - from 30 thousand;
• repair work - from 40 thousand;
• - from 100 thousand;
• payment of utility bills - from 10 thousand;
• staff salary - from 40 thousand (for 2 employees);
• food costs - 42 thousand;
• economic, advertising and other types of expenses - from 10 thousand rubles.

Starting costs - from 170 000 rub. Monthly expenses - 100 000 rub. Payback of the project - 1 year. To increase income, you can introduce an entrance fee, a fee for a place in the absence of a child, the introduction of weekend groups, dances, developing circles.

Requirements for the arrangement of the premises

The premises must comply with the standards. For each child of preschool age, 2 sq. m area. Rooms for games, sports activities, sleep are being equipped. Need a medical office.

For a private kindergarten, a building with 1 or 2 floors with a closed walking area is suitable. Rent is possible. To open a large kindergarten, the best option would be to rent the building of the former preschool from the municipality. Often they meet the requirements.

A good option is to open a kindergarten at home. The apartment should be large and spacious. The room is equipped with a fire alarm. Fire extinguishing equipment is required.

In accordance with the norms of SanPiN, the room must have natural light and additional lamps. Permissible temperature - 18-22 degrees.

Equipment and furniture

For the full-fledged work of the kindergarten, several zones need to be equipped.

1. Play area: stationery, toys, chairs, tables and other furniture.
2. Sleep area: beds and bedding (2 sets per child).
3. Equipment for outdoor games: Swedish wall, balls.
4. Hall: lockers for clothes, benches, chairs.
5. Dining area: kitchen, crockery, dining furniture and appliances.
6. Toilet area: plumbing, toilet bowls, pots, towels, hygiene products.
7. Laundry equipment: washing machines.
8. Office equipment.

The technologies presented in the article have been tested on real clients, in a real children's center and continue to bring an uninterrupted stream of parents who buy the services of a children's center.

Who will benefit from this article:

• for leaders of the children's center
• for child center manager
• for the administrator of the children's center
• to all sales professionals, self-selling entrepreneurs
• to everyone who does not know how to sell
• for anyone who wants to learn
• Anyone who wants to improve their sales skills

Many people believe that the key to sales is product knowledge and a thorough understanding of the market. Of course, without it, nowhere. But let's dig deeper. To get to this stage, you need to interest the interlocutor, preferably a manifestation of interest in you. As in that “cheat sheet” for AIDA marketers, we first need attention (attention), and then interest (interest). That's how it works. And in sales too.

How often have you encountered situations when, starting to introduce himself to a client, he simply hung up. No explanation. You have already tuned in to the presentation of services, full of inspiration, and in response you hear beeps, and as a result, disconnection ... Or - introduce yourself: “Hello, my name is Ekaterina, I am the administrator of the Totosha talent club. Then the standard text from the series “Olga, I have an excellent offer for you, we will have New Year's parties in the near future ...” begins, and then the soul rushed to paradise with a typical “manager's” text. The client hears the text for 2 minutes and in response says: “oh, don’t”, “thank you, I don’t need anything”, “I don’t have time”, “call back” ...

Not a very pleasant feeling. Truth? And how can one not give up after this?

Once upon a time, I had to deal with this. But fortunately, it is no longer necessary to invent a bicycle, there are many technologies and practical techniques to avoid such situations. You will be able to include your interlocutor in the conversation to the maximum, interest, and most importantly, convey the purpose of your call.

Let's start with the fundamentals. The first reason is the lack of purpose of the call.

As strange as it may sound, you should always have a purpose for the call. Maximum focus.

The state is here and now. You must clearly understand what you are doing now and where it will lead you. Why call customers and what you need from them. Once you figure it out for yourself, the confidence and purpose of the call is guaranteed.

The second reason is the desire to "sell" and sell

Thoughts on only one thing - just to buy.

Good deals are not made with this approach. Remember, verbal and nonverbal communication conveys the information in your head directly to the client. He feels absolutely everything and at any moment can stop communicating with you.

How to get rid of it?

Think about the value of the service you are selling. Every time you dial a number or invite your parents to a trial class, keep this benefit in mind. First of all, you solve the client's problem. Almost like doctors, you give a prescription, a magic pill.

Shift the concept of "sell, sell" - to "help, solve the problem."

The third reason, and part-time my favorite - you are boring

Some may think that I have a radical approach, and the amount of criticism in this article of the average sales manager is over the top. Let's face it. Are you interested in listening to a boring, no different from the rest of the managers, a man who calls with an offer to buy from him a year's subscription to the magazine "Natalie"?

Either you need to change something in yourself, or change your job. Sales are not for you.

A sales professional is a confident, charismatic, resourceful and enthusiastic person. Frank Bettger's book "Yesterday's Loser is Today's Successful Businessman" by Frank Bettger will help you with this.

The fourth point of our knowledge will be - paralinguistics

She is a must have in dealing with clients. With it, you can set the pace, timbre of speech, intonation, pauses, sonority, volume, articulation of sounds.

Nothing without her. By working on paralinguistics, you improve your communication skills. Because 60% is how you say it, not what you say.

The fifth mistake is your own fear of the client and the fear of rejection.

Most people are afraid to talk to strangers, much less get the word "no". There is an easy way to get rid of this fear.

You can take any yellow pages or base "which is not a pity" and make about 30 calls with approximately the following text: " Good afternoon Mikhail, my name is Ekaterina, I recently work as an administrator and I am very afraid to talk to clients, could you help me overcome this fear and send me to hell right now?”

You have no idea what an amazing effect this exercise gives. Solve all problems at once.

The sixth reason is misrepresentation and complex incomprehensible text of the conversation.

Misunderstanding refers to cliche greetings with a client. Come up with original words, something that will make the client feel interested, included. He will hear something unusual. Perhaps it will be an association with something.

No need to complicate. Speak as clearly and simply as possible. If you need to explain why you are calling, do it in an interesting and simple way. The client must turn on and understand who is calling him and why.

The seventh reason is the lack of active listening technique on your part in the conversation.

To make your listening active, here are a few tips to follow:

1. Encourage the interlocutor. Express interest, use neutral words that do not express appreciation. Avoid criticism.

Use: Yeah, uh-huh, yes, I understand, etc. It will also help to verbatim repeat one or two words of the interlocutor.

1. clarification. Helps to clarify what has been said, clarify, get more information. Ask questions. Restate what you heard is not quite accurate so that the speaker continues the explanation.

When, how did it happen? Did I understand correctly that....? As far as I understand, this is…. I heard…

1. Asking again. Here you need to show that you are listening and understand the essence of what is being said. You are also testing your own understanding. Ask again, formulating the main sentences and facts in your own way.

I mean, you would like to... Wouldn't you?

1. Empathy. Show that you understand the other person's feelings. Give the person the opportunity to hear about his feelings from the outside.

You seem upset by this fact...?

1. Expression of empathy. Recognize the importance and express respect for the feelings and experiences of the other person. Recognize the importance of the interlocutor's problems.

I appreciate your willingness to resolve this issue... I share your concerns about this issue...

1. Summarizing. Indicate progress in the conversation. Bring together the main ideas and facts. Create a basis for further discussion. Here it is necessary to re-formulate the main ideas and feelings.

Did I understand correctly that...? In the end, we can say that ... Let's summarize ...