Analysis of the option of the best and most efficient use of the object. Analysis of the best and most efficient use of the object of evaluation of the most efficient options

Issues for discussion

1. What is the connection between innovations and investments?
2. What is the role of innovation in the development of the enterprise?
3. What includes a complete innovation cycle?
4. What are you known forms and stages technical training production?
5. What criteria are investment projects are evaluated?

Threads for reports and abstracts

1. The main components and directions of innovation.
2. Standards governing the process of technical preparation of production.
3. Economic efficiency improvement of industrial product quality.
4. The effectiveness of investment projects in the banking sector.
5. Factors of uncertainty and risk in assessing the effectiveness of the project.

Tasks for the development of the calculation of economic efficiency by different methods

The economic efficiency of capital investments is the result of the introduction of an appropriate event, which can be expressed by saving from reducing the cost of products, growth or increase in profit, the increase in national income.

There are absolute and comparative economic efficiency of capital investments, which are calculated in different ways.

Task 1.

Formulation of the problem:

Capital investments per unit of products are 80 rubles, and the cost of the unit of products - 160 rubles. The company has installed a wholesale price of 200 rubles. Annual production production 100,000 units. The level of profitability of the enterprise is 0.2. Determine the overall economic efficiency of capital investments for the construction of a new workshop.

Task Solution Technology:

This task can be solved by two methods.

The first method is based on the calculation of profitability ratio as a relationship of profits from sales to capital investments:

(1)

where R. R – profitability coefficient;

To -capital investments for construction;

Etc -profit from sales.

With the fact that the annual production of production is 100,000 units, capital investments in this task will be equal:

K \u003d 80 * 100 000 \u003d 8,000 thousand rubles.

To determine the profit from sales, it is necessary to direct from the revenue from the sale of the cost of the annual volume of products. Revenue from sales will be calculated as a product of this volume on the wholesale price of the enterprise: Võr R. \u003d 200 * 100 000 \u003d 20 000 thousand rubles.

The cost of the annual volume of products in this task will be: s. \u003d 160 * 100 000 \u003d 16 000 thousand rubles.

Thus, profit from sales will be equal

P p \u003d 20 000 - 160 * 100 \u003d 4,000 thousand rubles.

We use the formula (1) to calculate the profitability coefficient

Since the value obtained ( R R. \u003d 0.5) more regulatory (R n \u003d 0.2) - the project is recognized effective.

The second method is built on the assessment of the ratio of profits from the sale of a unit of products and the volume of capital investments per unit of products:

The estimated efficiency coefficient also turned out more regulatory, therefore, the project is effective.

Answer : the effectiveness of capital investments for the construction of a new workshop can be achieved with a calculated coefficient equal to 0.5.

Task 2.

Formulation of the problem:

The estimated cost of building a new industrial enterprise is 45 million rubles. Capital investments on the creation of working capital are equal to 15 million rubles. Profit from sales finished products equal to 120 million rubles. It is known that the estimated profitability of at least 0.25. Determine the economic efficiency of capital investments on the construction of a new industrial enterprise.

Task Solution Technology:

The effectiveness of this project is advisable to evaluate on the basis of comparing the calculated payback period with the regulatory. If the estimated payback period does not exceed the normative, then the project is recognized effective.

The estimated payback period is defined as the ratio of the need for capital investments to profits from the sale of finished products:

Currency ( R R.\u003d 2) more regulatory ( R N.\u003d 0.25), therefore, the project is recognized effective.

Answer : The estimated payback period does not exceed the normative, so the project is effective.

Tasks for determining the most efficient embodiment of capital investments

The most efficient embodiment of capital investments is established on the basis of comparative efficiency, and if there are a large number of options, at a minimum of the costs.

Task 1.

Formulation of the problem:

There are three possible investment options. Regulatory profitability 0.3. The initial data for these options are given in Table. 1. Determine the most efficient option.

Task Solution Technology:

To determine the most efficient embodiment, we use the following formula for calculating the costs:

The minimum of the current costs provides the third option, so it is most effective.

Answer: As the calculations showed, the third option with the current costs equal to 16.7 million rubles were most effective.

Task 2.

Formulation of the problem:

There are two possible embodiments of investment. Regulatory profitability 0.2. The initial data for these options are given in Table. 1. Determine the most efficient option.

Task Solution Technology:

First we calculate the specific investment and the cost of the unit of products. To do this, we will assume the cumulative values \u200b\u200bknown to us to the production volume of products. The results of the calculation we bring to the table.

Comparing the specific values \u200b\u200bof investment and cost, we define additional investments and savings per unit of products.

Additional investment per unit of products:

Kd \u003d 4 - 3 \u003d 1 rub.

Saving: E \u003d 2.5 - 2 \u003d 0.5 rubles.

Thus, the payback of additional investment will be T R. = 1/0,5 = 2.

Estimated efficiency coefficient R. R \u003d ½ \u003d 0.5. This value is more regulatory, so we come to the conclusion that the most economical is the second option.

Answer: The most economical is the second option.

Task 3.

Formulation of the problem:

There are two possible embodiments of investment. The costs for these options are equal, respectively, 138 rubles / pcs and 147 rubles / pcs. And the annual production volume of products is 20 thousand pcs. Specified costs basic option Equal 150 rubles / pcs. Calculate conditional annual economical effect When implementing the optimal option.

Task Solution Technology:

Before you begin to calculate the conditional annual economic effect, choose the option that is optimal. If you proceed from the criterion for minimizing the costs, then the first is optimal in this task. Now we calculate the conditional annual economic effect E. according to the formula:

(5)

where S baz - the present costs of the basic option, rubles;

S PR 1. - the presented costs of the optimal version, rubles;

Q. 1

Using this formula, we obtain that the conditioned annual economic effect is equal E \u003d (150 - 138) 20000 \u003d 240 thousand rubles.

Answer: Annual economic effect in the implementation of the optimal option will be 240 thousand rubles.

Task 4.

Formulation of the problem:

There are two possible embodiments of investment, the first of which is optimal. The cost of production in the first embodiment is 105 rubles / pcs., And on the second - 118 rubles / pcs. Annual production production - 20 thousand pcs. Price product is 250 rubles / pcs. Calculate the annual profit rate when implementing the optimal option.

Task Solution Technology:

Annual profit on the optimal option to determine the formula:

(6)

where P. - annual profit on the optimal option, rub.;

C. - product price, rub. / PC.;

s. wholesale - cost of products for the optimal option, rub. / PC.;

Q. 1 - production on the optimal option, pcs.

So, the annual profit volume is optimal

Answer: annualthe amount of profit on the optimal version will be 1,900 thousand rubles.

Tasks for mastering the methods for assessing the effectiveness of the investment project

When assessing the effectiveness of the investment project, such indicators such as gross and net income are used as criteria, the economic effect of the year, discounted income, the integral effect (CDD), the return index and the payback period of investments.

Task 1.

Formulation of the problem:

Considering investment projectThe volume of investments in which in the first year will be 5 million rubles, in the second - 1.5 million rubles. Determine the total amount of capital investments without discounting and taking into account the discounting at the rate of discount 0.3.

Task Solution Technology:

The total amount of investment without discounting is calculated by simply summing up investment funds:

K \u003d 5 + 1.5 \u003d 6.5 million rubles.

The total amount of capital investment taking into account the discounting:

(7)

where TO T. - Capital investments in the year T, rub.

E. - Discount rate.

Substituting in the formula known from the terms of the data, we get:

Answer: the total amount of investment without discounting will be 6.5 million rubles, and with regard to discounting - 4.7 million rubles.

Task 2.

Formulation of the problem:

The net profit of the enterprise, according to the calculations, will be: in the first year 800 thousand rubles, in the second - 2100 thousand rubles, in the third and fourth - 3,500 thousand rubles. Determine the effect by year of calculation if depreciation in the first year is equal to 300, and in all subsequent - 400.

Task Solution Technology:

The effect of the year calculation can be determined by having aroused net profit and depreciation. For convenience, we reduce the results of the calculation in the form of a table.

Year	Effect, thousand rubles.
	800 + 300 = 1100
	2100 + 400 = 2500
	3500 + 400 = 3900
	3500 + 400 = 3900

Answer: the effect of the year of calculation is 1100 thousand rubles. In the first year, 2500 thousand rubles. - in the second and 3900 thousand rubles. - In the third and fourth.

Task 3.

Formulation of the problem:

Task Solution Technology:

Discounted income is the sum of the reduced effects. Calculate the following effects of formula (8):

Year	E t, thousand rubles.	E p, thousand rubles.

Answer: discounted income in general will be 5,466 thousand rubles.

Task 4.

Formulation of the problem:

According to the results of calculations, the reduced income will be 5,466 thousand rubles. Calculate the integral effect (CDD), if the total amount of investment, taking into account the discounting, is 4.7 million rubles.

Task Solution Technology:

The integral effect, or pure discount income (CDD), is calculated as the difference between the (discounted) income and the total investment capital, designed to be discounted: Chadd \u003d 5466 - 4700 \u003d 766 thousand rubles.

The result obtained is positive, it means the project under consideration is effective, and it is possible to consider its adoption.

Answer: the integral effect will be 766 thousand rubles.

Task 5.

Formulation of the problem:

According to the results of calculations, the reduced income will be 5,466 thousand rubles. Calculate the index of profitability, if the total amount of investment, taking into account the discounting, is 4.7 million rubles.

Task Solution Technology:

The profitability index is calculated as the ratio of the (discounted) income to the total amount of investment, calculated with the discounting:

Value index value 1,16 suggests that the project is economically effective, since the main criterion looks like ID\u003e 1..

Answer: the calculation of the yield index showed that the project is cost-effective.

print version

1. Introduction

2. Determination of the most efficient use of real estate

2.1. Criteria for analyzing the most efficient use of real estate

2.1.1 Legal admissibility

2.1.2 Physical feasibility

2.1.3 Financial Security

2.1.4 Maximum productivity

2.2. The main techniques in the best use of real estate

3. Methods for assessing the most efficient use of real estate

4. Non-standard types and directions of the most efficient use of real estate

4.1. Separate uses

4.2. Intermediate types of use

4.3. Legally contradictory uses

4.4. Types of use not related to the most efficient

4.5. Multidisciplinary uses

4.6. Special use uses

4.7. Speculative uses

4.8. Excess and excess area

5. Conclusion

List of used literature

1. Introduction

Considering me the topic is definitely very relevant in the context of modern market relations. The need to analyze the best and most efficient use of real estate is due to the fully understood desire of the developer to get the maximum return on investment from the project. However, if in the face of developed real estate markets, this desire is implemented in a comprehensive and comprehensive study, for the implementation of which, as a rule, an third-party consulting company is involved, here optimal option use of one or another object real estate Until recently, it was often accepted on the basis of only surface analysis of the market, which in most cases gave the same result - housing.

It is worth noting that the increase in the demand of the services for the analysis of the best use in the domestic market, including due to penetration foreign Capital both in the form of investment and credit fundsThe carriers of which one of the mandatory conditions for the provision of financing put forward a report of an independent company defining the best use of the object and, accordingly, confirming the most effective investment investment investment resources.

The principle of the best and most efficient use of the real estate object is the synthesis of the principles of all three groups that were discussed above. It allows the appraiser to identify the best and most profitable option from possible use of the real estate object and it is to use it for evaluation. This principle provides for an assessment of the land plot, as if it were free (i.e., when evaluating the facility, it is primarily about the greatest profitability. land plot, then on the profitability of the entire real estate object). At the same time, only those options for using real estate facilities that are taken into account, which:
- first, comply with legal norms;

Secondly, the implementation of which is possible physically;

Thirdly, feasible financially;

Fourth, provide the highest cost of the property (economic efficiency).

Selects the use option in which the object can be copied the greatest price. If the site is free from buildings, then on the basis of the most efficient use of the land plot, the appraiser determines which object should be built. If the structure on the site is available, then the appraiser determines whether the value of the site is to increase the value of this structure or reduce the cost of demolition of this structure with the selected version of the land.

The "principle of the best and most efficient use" is a conceptual model for analyzing various factors affecting the value of the real estate object. This model considers important factors of the physical, legal, social and economic characterwhich affect the cost of real estate, i.e. It is a link between all the estimated principles.

The purpose of my abstract is to consider the basics of determining the most efficient use of real estate objects. In front of me, the task is to find out what methods is made to choose the best use of the object, which analyzes are produced for this purpose.

The abstract is set forth on 27 sheets of machine-written text, including a list of references used from 6 sources.

2. Determining the most efficient use of real estate

Since the assessment activities implies the definition of market value, the analysis of the most efficient use reveals the most profitable and competitive type of use of the property.

All types of transactions with property based on market value require adequate assessment and careful analysis. economic behavior Investors and other market participants. Influence market behavior The adoption of financial solutions of individuals, companies, authorities dictates the concept of the most efficient use of real estate. Market factors determine market valueTherefore, the requirements of market forces to real estate objects are of great importance for determining the most effective type of use.

The value of any real estate object is the cost of the land plot. Buildings and structures located on it can be changed, but the main characteristics of the site usually remain the same. At the same time, the income of a particular area depends on the efficiency of its use. Investor, choosing a land plot on a specific market, understands that the difference in the cost of various sites is explained by their high-quality characteristics.

Analysis of the most efficient use of the real estate object involves conducting a detailed study of the market situation, the characteristics of the estimated object, identifying the in-demanding options, jointly with the parameters of the estimated object, the calculation of the yield of each option and estimate the cost of real estate with each use option. Thus, the final conclusion about the most efficient use of the real estate object is the option of using a free or built-up plot of land, which is legally possible and is appropriately decorated, physically implement, is ensured by the appropriate financial resources And gives the maximum value.

The optimal use of the land plot is determined by the competing factors of a particular market, which belongs to the estimated object of property, and is not the result of the subjective speculation of the owner, a developer or appraiser. Therefore, the analysis of the choice of the most efficient use is, in fact, the economic study of market factors substantial for the estimated object.

The market factors used to formulate the output of the most efficient use of real estate on the assessment date are discussed in the overall array of data collected and analyzed to determine the value of the object. Consequently, the most effective type of use can be qualified as a basis for which market value is based on.

If the estimated property involves the subsequent personal use or rental, their main motivation in the calculation of the cost will be reduced to the consumer quality of the object (income, prestige and privacy, etc.). Investment motivation besides the magnitude of the income received and capital accumulation takes into account such arguments as tax breaks, the feasibility of the project.

Typically, the analysis of the most efficient use is carried out by several alternative options and includes the following directions:

Market analysis

Analysis of the realizability of the option

Analysis of the most efficient use

The listed areas of analysis suggest a comprehensive study of the following issues:

Market analysis involves determining the demand for use, alternative to the existing, in order to study the demand and supply, market capacity, rental rates dynamics. For each option.

An analysis of the feasibility involves the calculation of the basic components of the cost: the flow of income and capitalization rates to determine the cost, taking into account the variable parameters of each legally reasonable and physically feasible option.

Analysis of the most efficient use of the facility involves the development of a detailed plan for implementing each option with consideration of specific market participants, the timing of the project, sources of funding to select the option that ensures the maximum productivity of the estimated object.

2.1 Criteria for analyzing the most efficient use

The option of the most efficient use of the estimated real estate must respond to four criteria - this is:

Legal admissibility;

Physical feasibility;

Financial security;

Maximum productivity.

The sequence of consideration of these criteria during the analysis of various options for using real estate to select the most efficient usually corresponds to the above. First of all, legal admissibility and physical feasibility are considered, then financial security and maximum productivity are also evaluated. This sequence of the analysis procedure is due to the fact that the most efficient use option, even with the presence of necessary funding, is imputitive, if it is legally prohibited or its physical implementation is impossible.

The influence of market behavior on the adoption of financial decisions of individuals, companies, authorities dictates the concept of the most efficient use of real estate. Market factors determine the market value, therefore the requirements of market forces to real estate objects are of great importance for determining the most effective type of use. Analysis of the most efficient use of the object of real estate assumes holding A detailed study of the market situation, the characteristics of the estimated object, identifying the facilities in demand by the market, compatible with the parameters of the estimated object, the calculation of the yield of each option and estimate the cost of real estate each time using the property. Thus, the final conclusion about the most efficient use can be made only after calculating the cost.

The best and most effective use of the real estate object represents the use of a free or built-up area of \u200b\u200bthe Earth, which is legally possible and is appropriately decorated, physically implement, ensured by the relevant financial resources and gives the maximum value. The optimal use of the land plot is determined by the competing factors of a particular market, which belongs to the estimated object of property, and is not the result of the subjective speculation of the owner, a developer or appraiser. Therefore, the analysis and choice of the most efficient use is, in fact, the economic study of market factors substantial for the estimated object. The market factors used to formulate the output of the most efficient use of real estate on the assessment date are discussed in the overall array of data collected and analyzed to determine the value of the object. Consequently, the most effective type of use can be qualified as a basis for which market value is based on.

Typically, the analysis of the most efficient use is carried out in several alternative options and includes the following directions: Market analysis; analysis of the realizability of the option; Analysis of the most efficient use. The listed areas of analysis suggest a comprehensive study. the following questions: Market analysis involves determining demand for use options alternative to existing, in order to study the demand and supply, market capacity, rental rates, etc. For each option. An analysis of the feasibility involves the calculation of the basic components of the cost: the flow of income and capitalization rates to determine the cost, taking into account the variable parameters of each legally reasonable and physically feasible option. Analysis of the most efficient use involves the development of a detailed plan for the implementation of each option with the consideration of specific market participants, the timing of the project, the sources of funding to select the option that ensures the maximum productivity of the estimated object.

Criteria for analyzing the most efficient use: legal admissibility (The appraiser considers private restrictions, zoning norms, construction norms and rules, regulations for the protection of historical buildings, as well as environmental legislation that can specific types of potential use. The choice of the most efficient use of real estate may affect the presence of long-term lease agreements); physical feasibility(Physical feasibility criteria - size, form, district, design, soil condition and access roads to the site, as well as the risk of natural disasters (such as flooding or earthquake) - affect the alleged use of the Earth); financial security(All types of use that may provide positive income are considered as fulfilled in financially. If the type of use does not imply regular income of operation, then during the analysis, those options that create real estate are selected at a cost equal or exceeding the cost of building or reconstructing an object for this new type of use. The appraiser must compare capital gains or revenue from the use of real estate with capital expenses incurred. If the income is lower than expenses or exceeds them, only slightly, such a type of use is recognized as impracticable in financial terms.); maximum productivity(This is the highest value of the land plot as such, regardless of whether it is free (actually or conditionally) or built on. The implementation of this criterion implies from all legally permitted, physically implemented and providing a positive value of the income options to choose the type of use that ensures maximum cost The basics of real estate - the land plot. The maximum productivity of the land plot is determined by correlating the amount of its income from the capitalization rate required by the market for this type of use). This sequence of the analysis procedure is due to the fact that the most efficient use option, even with the presence of necessary funding, is imputitive, if it is legally prohibited or its physical implementation is impossible.

Appraisers are used when analyzing the best real estate use two receptions: The most efficient use of a plot as unresolved; The most efficient use of a plot as built up. The main reasons for determining the most effective type of land use as unanox: Allocation in the value of the value of the value of only the land plot. Using the method of comparable sales to assess the built-up Earth. Calculation of loss in value due to external obsolescence. Evaluation real value Earth as part of a real estate object, which is non-optimal for this site. Analysis of the most efficient use of the built-up plot is made for two reasons: Identification of the type of use of the property providing the greatest total income on invested capital. Detection in the market of real estate objects of the same purpose with a comparable level of efficiency of use.

In this article, we will look at the main stages of sales that will bring the transaction to a successful completion. What the main stages of sales are needed to make a transaction, which technique of sales is potentially successful, and also from which sales needs to categorically refuse, - read further.

Steps of sales

Allocate the following main stages of sales of the competent sales manager:

1. Preparation for sales, psychological attitude;
2. Installing a contact with the buyer;
3. Identifying needs;
4. Presentation of goods;
5. Work with objections;
6. Completion of the sale;
7. We say goodbye to buyers, fixing a pleasant impression, confirming the correctness of the purchase.

Each stage of the professional seller-consultant from sales technology in 7 stages is important, contributing to the achievement of a certain result. It is not necessary that in each transaction the strict sequence of these seven stages. The sales manner of each manager is individual, so you need to work with different options for dialogue and approach, with the selection of the most effective options. Although the work of novice vendors is distributed to the problem of neglecting the identification of needs or inadequate identification of needs. Because of this, there is a major loss of customers.

Stage 1. How to prepare for sales

1. Catch "Drive". It is unlikely that the calls themselves are able to highlight the mood and give the charge of cheerfulness. But here it is important to consider one effective secret for better work. Just remember your passion - what do you like to do? Each person has their own hobbies, and there are important emotions that you experience during your favorite classes. Try to remember this condition. You do not deceive your body, but stimulate the brain for efficient work, despite the experiences and stress.
2. Tune in to victory. There is a similar principle here - give the body a certain "hook", remembering your progress in sales.
3. Tune in to failure. In controversial and risky situations, when the probability of failure is high, prepare yourself to possible failures. Indeed, in this case, it is possible to get rid of the far-thined fears and more confidently lead their negotiations.
4. Tune in to Partner. When communicating with the new client, it is not necessary to think about money. Why start negotiations? To help your client - and this is the main thing!
5. Plan all the most important things in the morning. With competent schedule of the routine of the day, the morning becomes the most successful time for the attack, by selling contacts and agreements, reaching the desired result.
6. Tune in to "eat an elephant in pieces". It is rare from the first call or meeting to enter exclusive conditions and excellent discounts. The first few meetings are usually only a preparatory stage for the formation of relevant attorney. Therefore, put yourself real goals for every day.

Stage 2. How to establish contact with the client

Scientists have proven that the information is perceived by a person in this ratio:

• 55% - visual information, via gestures and facial expressions;
• 38% - audial information, by intonation of speech;
• 7% - verbal data through the meaning of words.

Consequently, we are not clearly perceiving 93% of all information. Therefore, not the pronunciation of information is extremely important, but how we do it.

A positive impression of the client is formed from the following factors:

1. The appearance of the manager. Perform an impression of a successful person so that partners want to cooperate with you.
2. Manners behavior. Confidence and correct manners will allow emphasize their confidence and the locality of cooperation.
3. Signs. With too wide gestures, the interlocutor may have the feeling that you embellish your information. If you refuse gestures during communication, you will be taken as an insensitive and dry person. With constant repetition of the same gesture, it can start annoying.
4. Family faces. The evil expression of the face can disfigure any beauty. But the smile is able to transform even ugly people. The stress of the face may talk about the uncertainty and excitement of man. Try to work with different facial expressions, try on suitable expressions depending on the situation.
5. View. When removing the eyes of the source, the feeling may have a feeling as if you were depressed, you tormented the feeling of guilt. Very bad if the eyes are "running." As this testifies to man's falsehood. With a tough look you can dominate, but it repels. An open look allows you to create a favorable impression and place to communicate.
6. Vote. It is necessary to control the speed of the opponent's meeting to adapt to it. The voice must be confident and loud enough.

Taking negotiations from special forces, politicians and major entrepreneurs

Negotiations are always a fight. And what is the main thing in the duel? Do not show weakness, be sure of your own forces and prepare in advance for any turn of events.

How to resist the manipulations of customers and managed people himself, told the editorial office of the commercial director of the famous television and radio host Vladimir Soloviev.

How to tie a conversation with the client

1. Greet customer. Any contact with the client should be started with greeting. Before oral greeting, one should meet with the source with eyes and smile.
2. Ask permission to enter. When entering the office to the client, permission should be asked to enter, but it is important to do it with a confident voice, without enchanting.
3. Imagine. Many companies establish service standards for which the manager must submit to customers. A justified approach when communication with the client will last at least 10 minutes. You should pronounce a clear and loud enough. The presentation should be short enough - no more than 2 sentences.
4. Recove the purpose of your visit. The sales representative should designate the purpose of the visit. In the case of retail sales, such an item can be skipped. To formulate the purpose of the visit immediately in 1-2 sentences. You should specify in your goal and what you can be interested in the interlocutor.
5. Start the talk "Neither" (Small Talk). Several phrases of the sincere compliment to the client and its company or the office.

Opinion expert

Came to the meeting in jeans, and the conversation did not work

Ilya Malikov,
general Director of Samospas, Moscow; Candidate of Technical Sciences

When I just started a business in my youth, I had a meeting with a security versators in a major university. I arrived at a meeting in T-shirt and jeans, went to the office and greeted. But the meeting was not delivered - my kind was clearly surprised by the Vicector, he asked to wait outside the door. It turned out that he just took me for his student. Then I realized the importance of working on image.
Now to employees of my company when communicating with customers it is necessary to follow the established dress code. At the conclusion of the contract, the specialist comes in a strict suit, despite the heat. And for the delivery service staff provides special uniforms, suitcases and branded machine.

How to install contact with the client

1. Listen carefully to the client.
2. Reference heard from the client in your own words. Try to realize the information received from the client by tapping it in your own words - so that he understands, you perceive his speech.
3. Mark the emotions of the interlocutor. Note for yourself experiences and emotions that manifest themselves in words, gestures and behavior.
4. Ask the client to specify their words. The client's position should be specified, especially on issues that express its basic needs for savings, security and promotion of social status.

Stage 3. How to identify customer needs

Working in sales, it is very important to be able to ask questions to the interlocutor, and also be able to actively listen to the client and maintain a conversation.

Why is the ability to ask questions important:

• prevents empty chatter;
• the ability to avoid disputes;
• it is possible to decompose the thoughts of his interlocutor "on the shelves";
• understanding that your client needs to get it;
• identify vulnerable places of your opponent, at the same time giving him a sense of its significance;
• the ability to invest the interlocutor the necessary idea, turning it into the idea of \u200b\u200bthe client.

I invented the model to advise the client

Neil Rekhem,

business consultant

Spin-sale developed by our company involves Customer Consultation, with understanding current situation And helping to solve the problem. However, consultants often face a characteristic mistake - a lot of attention is paid to their question, but not enough for the response itself. But the problem is contained in response. Instead of understanding the answer of his interlocutor, the consultant says "I had an idea! You need to do something and that. "

In the work of many non-professional consultants, it is proposed to study the efforts of 10 specialists together in five months. But time for the client may not be so important, how much saving.

The main mistake of most sales professionals is that they seek to report the proposed product sooner. But experienced specialists do not answer before understanding the essence of the client's problems.

The second widespread error becomes regarding the cost of the product as a key to success. After all, even with the importance of the cost of the service, other factors more significant for the client can often be identified.

Stage 4. Present our offer

In order to hold a presentation, it is necessary to use the concept of the property - the advantages - the benefit, where:

1. Properties are characteristics of goods, its features.
2. Advantages - this is what your item is beneficial from other similar or similar products.
3. Benefit is an advantage that the client receives using your product. Based on the presentation should take advantage and benefits of your product.

Benefits are different:

1. Functional - direct benefits for the client through the use of goods.
2. Emotional - depend on the emotions of the client, which occur when using the product. A particularly important condition for the sale of dear and brand goods;
3. Psychological benefits - for a sense of a certain state. In particular, for the feeling of masculinity, self-confidence, etc.;
4. Social - benefits that determine the place of a person in society. Including belonging to a specific subculture or the social class.

When working with retail clients, a number of following factors are important for the buyer:

1. Product quality.
2. Cost of goods.
3. Reliability of the company.
4. Whether the goods are like a means of investing money.
5. Competitiveness of goods.
6. How the use of the goods will affect the vanity and pride of the client.
7. Designer features of goods.
8. As far as the use of this product becomes a habit.

When working with a wholesale company or organization, the following factors deserve attention:

1. The growth of the prestige of the organization.
2. Profit company.
3. The prospect of the development of the client's company.
4. Beautiful product packaging.

The main reason for the purchase of goods becomes more profit than when dealing with a competitor. Such a benefit for the client is always priority.

• Closing the transaction: 12 techniques convince the client to make a purchase

Stage 5. We are struggling with client objections

In practice, you can hear different types of objections. During the negotiations, customers object to different reasons: to get off from the manager, get a discount, knock out profitable terms And so on. The task of Sailza is not to succumb to manipulation and sell the value to the customer.

Methods of working with objections depending on the type of question

1. Meaningless, insignificant objections and questions. In this case, people are usually trying to put the seller in a dead end, partly asserts themselves at the expense of it. You can ignore such a stupid question or postpone his discussion for later.
2. Hopeless objections. Usually refers to the purchase of similar product or lack of money. In this case, you do not need to spend a lot of time on the buyer, especially if there is a queue in the store.
3. Objections with hidden meaning. Typically, this category includes the main part of the objections, especially the phrase about the high cost of goods. This suggests that the buyer has not realized all the benefits of the product.
4. Objections about the negative experience of familiar. It is important to the buyer to understand how truthful feedback from his acquaintances. If the reviews are really true, you have to think - how to beat the identified lack so that it becomes an advantage.
5. Objections based on stereotypes and emotions. Each person is individual and a list of possible stereotypes can be very extensive. It is difficult in each individual situation to predict the possible emotional arguments of a person, while it is almost impossible to get rid of it from a long-term stereotype. In this case, the client should provide advertising or introductory information - and you can switch to the next.

How to prepare answers to objections

1. Indicate on paper all the objections that were uttered by your buyers.
2. All objections further should be arranged depending on the frequency of pronunciation by customers.
3. Opposite each objection, you should specify your answer to a similar objection - specify the words that tell the buyer.
4. Teach your answers.
5. Now there will be a prepared response to an already familiar objection.

Stage 6. How to complete the sale

You can stimulate the client to complete the purchase using the following approaches:

1. Ask an alternative question. An alternative question will allow to understand the intentions of the client, providing him with the right to choose, contributing to unobtrusive decision making. The client does not have a feeling of imposing goods, he will be confident in an independent decision on the purchase of goods.
2. Create an artificial deficit of the goods or time. This technique is effective for people older than 30 years old, which are still encountered with the times of deficiency. This example is also suitable for people with impulsive behavior. The client understands that the goods can soon end - and you need to have time now. It is possible to achieve a similar effect due to the dissemination of information on the sale and promotions, or by the rapid increase in prices.
3. Twist the sale to one question (narrow the question). We summarize all aspects of the purchase, which agreed, we remind the client - there are already agreements between you on certain issues, after which we allocate the only question in which you need to agree.
4. Offer the client "fitting" the goods under it. We are discussing how the client will use the purchased product. It is necessary to speak in this way, as if the purchase decision was already accepted. It is assumed to discuss all the benefits of the client through the purchase, he begins to feel the goods.
5. Make a small concession, discount, gift. This method is applied at the notable interest of the buyer in the product, many issues on his part, the absence of objections, but with the decision-making is not in a hurry, while not expressing expressive doubts and does not go away.
6. List advantages. With the right identification of needs and understanding important advantages for customers. In this case, remind the buyer all the benefits important for it, arguing with his opinion according to these characteristics.

The following sales conclusion methods will also be relevant:

1. Direct transaction method. Directly ask the buyer the question of the readiness of the purchase or placement of the order.
2. Method of initiative transaction. With a client, we neglect all the advantages by removing all objections. Send "Excellent, I'm glad that this product is suitable for you. Let's go to the formalities. "
3. The method of trial transactions. This method is suitable at any stage of sales to stimulate the client to shop. For example, "By the way, on which date we planned delivery?".
4. The method of removal of objections (technique of three "yes"). This technique is used in case of doubt the client and his desire to think. In this case, the arguments "for" the decision to purchase a decision. "After all, this car fair price? " - Yes. "He is in excellent condition" - yes. "And the color suits you" - yes. "Characteristics of the car are suitable for you" - yes. Our goal is to lure more positive answers if possible. After such a quantity, yes, the client will be difficult to refuse. If it will be responsible for one of the questions negatively, it will be necessary to substantiate your refusal - the seller will have the opportunity to indicate their arguments.
5. Method of filling out blank. When perfectly worked with the client, but continues to be silent, without taking the decision, try to start filling out documents on the goods. The more items fill in, and the more you get data from the client, the more it increases its willingness to cooperate. But do not work with documents with strict reporting and the number of forms not to spoil them.

Stage 7. How to say goodbye to customers

1. Behavior sellers. There should be no manifestation of reluctance to help customers, despite the poor mood and fatigue.
2. The behavior of the cashiers. When closing the office, any employee must politely prevent people in line in order not to occupy it. And at the same time apologize for the inconvenience.
3. There should be no closure of the store for 10-15 minutes. Prior to the work schedule specified in the schedule.
4. The administrator needs to respond quickly to the appearance of queues.
5. Control the intrusion of the seller when communicating with the buyer. The client should not have the feeling that they are not happy to communicate with him. Managers must learn to smile in front of their greetings to make their tone softer.
6. Managers need to wean from conversations by phone while the buyer is present in the hall.
7. To work, invite managers with a high degree of sincerity and upbringing.
8. Simplify the process of returning and sharing goods. After all, when returning goods from the client a huge stress, often aggravated by the rudeness of the staff. With a calm and correct return, the buyer will definitely return.

Information about experts

Elena Ivanova, General Director of the chain of coffee shops and tea "Coffeetut", Moscow. He graduated from the Institute of Economics, Finance and Law Officers in the specialty "Lawyer". During his studies, several trading projects were implemented: a network of gas stations, a network of flower salons, a restaurant of Russian and Georgian cuisine. It has business management experience since 1989. Cofetut is a company engaged in the wholesale and retail sale of tea and coffee. The company was founded in 2002. The number of personnel is 20 people. Official site -www.kofetut.ru.

Ilya Malikov, General Director of Samospas, Moscow; Candidate of Technical Sciences. He graduated from MSTU. AD Bauman in the specialty "economist-manager", received a candidate degree at the St. Petersburg University of State Fire Services of the Emergencies Ministry of Russia. He worked at the company "Vento" trading in climbing equipment, went from the courier to the retail chapter. In 2006, he founded the fireproof center "Samospas". He teaches at the Moscow Educational and Scientific Complex of the Fire Extinguisure of the Academy of GPS MOE. LLC "Samospas". Field of activity: Production and sale of means of rescue people in a fire. Personnel number: 25. Annual turnover: 85 million rubles.

Anton Shmatalyuk, Consulting Director of the Company RDTEH, Moscow. CJSC "RDTEH". Field of activity: management consulting, automation services. Personnel number: 286. Main customers: Bank of Russia, VTB, VimpelCom, Gazprom, MegaFon, MTS, SIBUR Holding. Annual turnover: 2,029 MD RUB.

Neil Rekhem, business consultant. Famous sales expert in B2B. In the 1970s, he received international recognition through a large-scale study of sales efficiency, supported by transnational corporations: for 12 years, 30 specialists studied 35 thousand successful selling goods and services in 23 countries. The project budget amounted to $ 30 million. According to the results of the research, Rekhem has developed an innovative technique for efficient sales, which described in his book "Spin-sale".

The best and most efficient use (NINEI) of property is the most likely way to operate it, which is physically possible, legally permitted, economically, fulfilled from a financial point of view and leading to the maximum value of this property.

Real estate is a property that can not be used alone, but in several ways. Since each method of using the real estate object corresponds to a certain amount of its value, then one method of use, called the best and most effective, is selected before evaluation.

The conclusion of the best use reflects the Opinion of the appraiser regarding the best use of the property, based on the analysis of the market. The concept of "best and most efficient use" used in this report implies such use that of all the reasonable possible, physically feasible, financially acceptable, properly secured and legally acceptable types of use has its result as high as possible the current value of the Earth.

Analysis of the best and most efficient use is performed by checking the compliance of the options under consideration to the following criteria:

Legislative resolution: consideration of those use methods that are permitted by regulations on zone formation, restrictions on private initiative, provisions on historical zones and environmental legislation.

Physical feasibility: consideration of physically real in this area of \u200b\u200buse methods.

Financial feasibility: consideration of what physically feasible and permitted use will give an acceptable income to the owner of the site.

The criterion of financial feasibility is a positive return of investment capital, i.e. Returns equal or greater costs of compensation for the cost of maintenance, financial obligations and return of capital.

Maximum efficiency: consideration of which of the financially feasible use will bring the maximum clean income or maximum current cost.

Surroundings, the topography of the land plot allows you to use it for the construction of buildings of the most different functional orientation - administrative, warehouse, agricultural. At the same time, no additional investments are required, which would compensate for the physical characteristics of the studied area (size and shape, topographic and geographical features, engineering and geological and hydrogeological conditions, availability of transport and communal amenities).

Not found legal conditionslimiting the nature of the use of legislative, municipal acts and requirements of standards. There is no information on the alleged changes in regulatory acts in the appropriate part, which would significantly affect the nature of use. The attitude of the local population as a whole is favorable.

In order to correctly use approaches to value estimation, as well as to answer the question about the feasibility of further existence available on the site of improvements, the definition of the best use of the improvements available on the site is carried out in two stages:

For the site as free;

For a plot with existing improvements.

When conducting this analysis, it is assumed that the land plot is unanox (or may be released by demolishing the existing buildings). The assessment of the land plot under these conditions is necessary to correctly apply the cost assessment method.

Analysis of the possibilities of using a plot as free

In determining the most efficient use of the land plot, as free, are taken into account:

Special purpose and allowed use;

Prevailing land use methods in the nearest neighborhood of the estimated land plot;

Prospects for the development of the area in which the land plot is located;

Expected changes in the market of land and other real estate;

Current use of the land.

However, the choice of the option of the most efficient use of the Earth can be carried out among the options that are physically possible, economically justified corresponding to the requirements of legislation, financially feasible, and as a result of which the estimated value of the land plot will be the maximum (principle of the most efficient use).

If the cost of a free plot exceeds the cost of ownership with improvements, the best and most effective use will be the use of land as free. However, B. this case Situation is different. The building as a whole, as a unified property of real estate, is definitely exceeds the cost of land plot. In addition, the estimated room is located inside the building belonging to various owners, and therefore the owner of this room is limited in its capabilities to independently use its share in the land plot. In connection with the above assessment, the land plot cannot be considered as free. Therefore, the appraiser analyzed possible options use of a site with existing improvements.

Conclusion: the location of the land plot, as well as the entire infrastructure of this area, makes it cost-effective use of its development, commercial buildings.

Analysis of the use of the estimated object: non-residential building

Use, as manufacturing and warehouse

The object of evaluation is a non-residential building, imposes restrictions on possible options for using it. For example, it is unacceptable to use the facilities associated with the organization, the technological process of which, one way or another, is associated with increased level Noise, vibrations, harmful emissions, fire hazard. The use of premises as a warehouse is completely unjustified from the point of view of financial efficiency. Revenues from leasing in warehouses are significantly lower from the relevant income from using it as trading or office premises. Consequently, these options should be refused.

Use of premises like shopping

The real estate market analysis shows that the cost of sale and rental rates for retail space is higher than for office space. Therefore, such use could be more efficient. At the same time, when choosing an option of the most efficient use, it should be noted that the use of the room for the placement of a full-fledged store is associated with high costs caused by the need for significant redevelopment and repair. The surrounding area of \u200b\u200bthe assessment object is industrial, administrative and large trading facilities. Thus, taking into account that the object of the assessment is located although in a lively place, but not well enough from the point of view of small retail trade, the financial feasibility of this option looks doubtful.

Use of premises as a commercial object - an office building.

Analysis of the real estate market shows that a commercial building is a much more relaxed investment object. The demand for commercial premises is growing after the economy. Reason that currently raw, financial, banking structures are engaged in active investment in the market commercial real estate, lies in high level profitability of office projects. With a high investment potential, Kemerovo experiences an acute drawback in high-quality commercial premises. In connection with the foregoing, the appraiser believes that such use is the most efficient.

Conclusion: Thus, the best and most efficient use of the estimated object is to use the building as an office.

Facebook.

Twitter.

In contact with

Odnoklassniki.

Google+