Phrases to attract customers and how to use them. The main thing is to accurately fulfill the wishes of customers Lack of sockets in the right places
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Often, when planning an interior, we forget about important little things, chase after momentary trends, or don’t think that in the process of settling in a room, a beautiful picture that was originally in our head can be destroyed. At the same time, the color scheme and the interior as a whole have a significant impact on the mood and well-being of a person. Since we rest and recuperate at home, we want everything to be perfect there.
1. Lack of outlets in the right places
When planning space, we do not always think about the location of outlets. Nevertheless, a lot depends on this part of the interior, imperceptible at first glance. For example, if you decide to put a lamp or TV too far from the nearest outlet, then ugly extension cords will appear in your room and extra wires will be pulled. Not only is it not aesthetically pleasing, but it is also unsafe: you can easily trip over them.
What to do: determine in advance the number of required outlets, depending on the type of room. If for some reason this is not possible, then place double sockets in the corners of the room and consider where you plan to put the furniture. It makes sense to start calculating the number of outlets after developing the interior. In addition, think about it, maybe it’s better to completely abandon some kind of decorative floor lamp than to get extra wires.
2. Cheap dishes
Simple cheap dishes spoil not only a stylish and thoughtful interior, but also the mood. For some reason, many do not use beautiful dishes every day, but keep them for a special occasion. Remember the ceremonial crystal in the sideboard or the tea service that was taken out only on holidays? The days of scarcity are long gone, do not skimp on glasses and plates.
What to do: get rid of ugly dishes, buy a good set of plates, cups and glasses and use them every day. After all, it is much more pleasant to drink morning coffee from an elegant porcelain cup than from a cheap mug bought in the nearest supermarket.
3. Various flower pots
Flower pots are an important element of decor, which is often unfairly forgotten. Incorrectly selected or mismatched pots can seriously spoil the interior. This is especially true for inexpensive plastic products. However, we are not talking about the fact that all flower pots are the same. It is important that they harmoniously combine with each other and fit into the interior.
An important rule of modern design works here: all interior elements must be functional. For example, if decorative jars in the kitchen or caskets in the living room are empty, you need to either fill them with something or refuse them altogether. The same applies to posters with primitive graphics, stickers and inexpensive paintings on the walls: they do not carry any semantic load, but only spoil the overall look.
What to do: throw away all unnecessary lifeless things (old vases, extra figurines, decorative pillows and artificial plants). Also try to remove stickers and posters from the walls: they do not reflect your personality. When thinking about decor, try to avoid imitations and create an honest and personal interior that will speak about you.
5. Large photo prints
Some time ago, naturalistic photo prints were very fashionable. Photos of fruits and vegetables could be found in kitchens, and images of fish and the sea floor appeared in many bathrooms on walls or 3D floors. The problem with such prints is that the objects on them look just like real ones, but at the same time they are gigantic in size. That is, fruits and berries are obtained the size of your head and thus lose any natural correspondence.
What to do: abandon bright large-sized photo prints in favor of more realistic and concise solutions. As a decor, you can choose mosaic, ceramic tile or art painting.
6. Extra surfaces
The fact that in a properly thought-out interior there should be enough space for storing a variety of things is true. However, it is important not to overdo it with the number of bookshelves, niches, coffee tables and other surfaces. They collect excess dust and contribute to clutter because they attract unnecessary unnecessary things.
What to do: estimate in advance how many items you have that need to be placed on shelves and bedside tables, and plan open surfaces based on this. You can even draw a plan where what thing will be placed. At the same time, do not forget about important interior decisions, for example, think about where you will store shoes.
7. Wrong lighting
We live in a three-dimensional space, so just one type of lighting is not enough for us in an apartment. Designers distinguish four tiers of lighting. The top one is ceiling chandeliers and recessed lights. The first middle one is sconces, floor lamps and all kinds of wall lamps. The second middle one is lamps on tables, chests of drawers and bedside tables. The lower tier consists of lamps built into the floor and skirting boards. If you provide tiered lighting, this will emphasize the volume of space and make it more comfortable.
What to do: consider different lighting options. For a family dinner and a party, you need one light, for working at home or reading - a completely different one. Don’t forget about lighting with different functions: a floor lamp by the chair for reading, a lamp on the desk for work, nightlights and sconces for a romantic setting, and accent lighting to highlight interior details.
8. Too bright and varied textiles
Flashy colors in the design of the room may be quite appropriate, but in combination with bright textiles, the overall picture can turn out to be clumsy and tasteless. Therefore, it is important to select textiles in the style of the interior. If your bedroom is designed in pastel colors, you should not buy bed linen with leopard print. If you have chosen a discreet style of the living room, then you should not dilute the interior with multi-colored decorative pillows and too bright curtains.
What to do: it is advisable to choose neutral textiles for the bedroom and bathroom, which could fit into any interior. However, if you like bright bedding, you can sew or buy a long bedspread and completely cover the bed with it. The main rule that should be adopted is that the textiles in the house can be contrasting, but it is important that it does not stand out from the general concept.
9. Ethnic interior
Approximately in the middle of the 2000s, a completely ethnic interior came into fashion: Japanese, Arabic, Indian, Scandinavian. Usually in the picture and within the framework of the design project, such an interior looks stylish and beautiful, however, it is not quite suitable for life. The Japanese style is too minimalist, the Arabic and Indian style is too pretentious and impractical, and the Scandinavian style is rather boring.
What to do: disband ethnic style, leaving separate elements. For example, carpets with unusual ornaments, Arabic mosaic lamps and figurines made of stone and wood will be appropriate in eco-style living rooms. Perhaps, modern eco-style is the most harmonious way to combine eco-friendly materials, ethnic products and classic furniture in one room.
10. Contrast problem
Pet accessories include not only bulky houses and beds, but also bowls with trays. Most owners do not worry much about the appearance of these things, buying the first items that come across in a pet store. As a result, plastic bowls of bright colors turn out to be in an elaborate kitchen, and a scratching post spoils the interior of the living room.
What to do: spend more time looking for the right pet accessories. You can also make furniture for pets to order. Perhaps it will cost you more, but you will enjoy the interior thought out to the smallest detail. Another point is the cat tray. Usually it is located in the bathroom or toilet, that is, the door is constantly open, which, you see, is not very aesthetically pleasing. To avoid this, you can install a special door in the bathroom with a small hole for the cat: this is convenient and practical.
According to the British Direct Marketing Association, every pound invested in email marketing in 2015 generated a return of 38 pounds. Want to achieve the same results, but do not know how to write a letter to a client?Then use the bestsample letters to clientswhich we have collected for you in this review.
How to write a letter to a client
You think about customers all the time, but it's not mutual. To capture their attention and get ahead of your competitors, you need to regularly remind yourself of yourself. Emails are great for this. According to the authors of the Pipedrive blog, there are a few tricks that can work in your favor:
- Patience and more patience. Bring the potential buyer to the deal gradually by regularly sending him .
- Agree on a strategy in sending letters to clients with the marketing department, so as not to be too intrusive and not clog the client's mailbox with repeated information.
- Use a CRM system. It will simplify the technical side of communication with clients and speed up the work with mail.
A CRM system is a handy program that helps keep records of clients and transactions, records all calls, and also helps to conveniently organize correspondence with a client. For example, the program integrates with the mail service (you can connect an unlimited number of mailboxes) and allows you to save the history of correspondence directly in the counterparty card. If a new client wrote to you, then you can create a deal card directly from the incoming letter.
Letters to clients: examples and ready-made samples
We have compiled a selectionbusiness letters to clientswhich you can take as a sample. All you have to do is fill in the details.
1. Are you writing to a potential client for the first time? Send this short message:
Letter subject: Perhaps you are our new client
Hello, [Name].
We [brief information about the company].
If you are interested, I am ready to discuss the possibility of cooperation. Let us know what time it would be convenient for you to call.
[Signature]
2. Tell the potential client about the successful experience of cooperation with his competitors:
Letter subject: Keep up with competitors
Hello, [Name].
We have been successfully working with [competitor X and Y] in [field of activity] already [so much time] and together they achieved good results. You can find detailed information about them here [link to case/review].
We will be glad if you join us.
[Signature]
3. If you received contacts of potential clients at a business event, send themoffer lettersuchsample:
Letter subject: More about our company
Hello, [Name].
I hope you liked it too [event] and would like to thank you for your interest in [Company name].
I am attaching more detailed information about our company. I will be glad to discuss all your questions by phone.
[Signature]
Reminder letters
4. Some time after sending letters to the client offering services or more information remind about yourself:
Letter subject: Do you want to discuss something?
Hello, [Name].
I hope you have had the opportunity to read my previous letter and learn more about [additional information].
Do you have any questions or thoughts on my proposal? I would be happy to discuss them by phone or in person. When will you have time for this?
[Signature]
5. If you can show the effectiveness of your proposal in numbers, then share them in letters to company clients. Facts convince better.
Letter subject: A few facts you might not know about [Company name]
Hello, [Name].
I recently sent you an email about [Company name] and I think we could be useful [your company].
Our clients are seeing growth [specify indicators] when used [name of product and service]. We also offer [tell about promotions] and [mention other great deals].
If you want to know the details, please let us know, and we will agree on negotiations by phone or at a meeting.
I look forward to an answer.
[Signature]
6. Offer customers a trial period or free samples. Buyers are more willing to make a deal if they test the product first.
Letter subject: Gift for your company
Hello, [Name].
A few days ago I sent you information about [the product's name] and now I propose to try it in action.
I have created/attached some guest logins/free samples/vouchers that can be used to access/receive [product or service]. Share them with your colleagues. It would be interesting to hear their opinion.
I would be happy to discuss everything in more detail by phone or in person. I'm sure we can really be of service to you in [field of activity].
[Signature]
7. If you are not sure that you are corresponding with an employee authorized to negotiate, ask him to help you reach the decision maker:
Letter subject: I hope you can direct me to the right person
Hello, [Name].
A few days ago I sent you an email about [company or product] and now I doubt that I turned to the address.
Are you the one who decides on the issue that interests me? If not, could you help me get in touch with the right person in your company?
Waiting for your reply.
8. Use this text of the letter to the client if, after meeting with him, you want to ask him about his future plans:
Letter subject: your plans
Hello, [Name].
Thank you for your time. Now I would like to know how you see the further discussion of our issue.
If you are still interested, please let us know about your plans.
Waiting for your reply.
[Signature]
9. After meeting with the client, remind him of the following negotiation steps:
Letter subject: Action plan for the near future
Hello, [Name].
Thank you for taking the time - today's meeting was very productive. Let me briefly remind you how we will proceed:
[The date]: I will send you [contract/full set of documents].
[The date]: You will give me comments and wishes.
[The date]: We will make all final changes and sign the agreement.
If you need to discuss anything before that date, let me know.
10. Make upsuchletter to the clientif at the meeting he wanted to get additional information:
Letter subject: Information on your request
Hello, [Name].
We were glad to meet personally with representatives of your organization. I promised to send you additional information about [question]- they are in the attached file.
Ready to answer any questions. Feel free to call me at [number] at any time or write to this address.
[Signature]
If the client does not contact
11. If the client did not answer the phone , use the followingletter writing sample:
Letter subject: Couldn't contact you
Hello, [Name].
I wanted to discuss with you [question] but you are probably busy. Please call me at [number] Or let me know when it's convenient for you to call me.
[Signature]
12. Didn't get through to the client and left him a voice message? Complete it with the following letter:
Letter subject: Didn't call you
Hello, [Name].
I called you recently to discuss [question].
[Signature]
13. If a client persists in not responding through all channels, they may have a lot to do. Use this template - even a very busy person can find a couple of seconds for an answer:
Letter subject: Short answer required
Hello, [Name].
Unfortunately, I can't get in touch with you. I believe that you are very busy or no longer interested in our services.
Please indicate the appropriate answer in your reply:
- Please leave me alone!
- Too busy, text me again in a month please.
- I will contact you myself.
[Signature]
14. If you want to unobtrusively remind yourself of yourself, share information with the client that will be useful to him:
Letter subject: Useful information for your business
15. If a client is late with payment, remind him of this:
Letter subject: Delay of payment
Hello, [Name].
[The date] I sent you an invoice by email. Payment has not yet been received, so please inquire if your finance department has received our invoice? If necessary, I will send it again. I expect payment from you within a week.
Thanks for your help.
[Signature]
These templates will save you time for real communication with clients. And to achieve greater effect, automate the creation and distribution of templates through . right now - it's free and only takes a couple of minutes.
Hello! In this article, we will look at the main phrases to attract customers that stimulate the level of sales.
Today you will learn:
- Why is it so important to use the right words when talking to a client.
- Examples of bright phrases that will attract the attention of buyers.
- How to conduct a dialogue.
Importance of the words of the first dialogue
Every person who sells a product or offers a service knows and understands the importance of the first dialogue. It is because how quickly the seller earns the trust of the buyer, determines his needs and helps with the choice, the level of sales depends, and, accordingly, his salary.
In practice, it turns out that it is not so easy to get the location of a client. Surely everyone found themselves in a situation where you go to the store, for example, for shoes. At the same time, you yourself do not know what you want, and at this moment the seller comes up and says the hackneyed phrase “What interests you?”. At this point, most shoppers immediately respond, "I'm just looking," and leave the store.
In this case, the seller made several mistakes due to which he lost the client. But if he was not so intrusive, showed creativity and earned your trust, then perhaps you listened to him, and he helped with the choice, after which you would buy shoes from him.
There are situations when well-written phrases for the store help to increase the number of goods sold. In this case, you have to come up with slogans and interesting expressions, distribute. Their goal is to interest the client and make them learn more about your offer.
The main task of phrases to attract customers is to grab attention, achieve location and ingratiate themselves.
The main mistake of many sales managers is that they immediately try to sell the product. This technique works quite rarely, so the level of sales of such people is not very high.
How to use phrases correctly
Many managers mistakenly believe that salespeople should devote maximum time and attention to each customer. As a result, they get a result that they did not expect at all.
Example. The call center receives calls from customers and operators are obliged to communicate with customers as politely as possible, try in every possible way to increase the conversation time and offer the maximum number of products.
The executives believed that because of this, the caller would enjoy the attention and purchase the maximum amount of product.
In practice, this has backfired. A queue formed among the callers, followed by complaints that it was very difficult to get in touch with the operator. In addition, during the "sweet" conversation, the client had a double impression of a company that wants to "sell" a lot of products "jumping on its hind legs to do this."
In order to really, you need the basics of correct and effective communication with customers. It does not matter whether you sell goods by phone or communicate personally with the buyer.
We have developed a small instruction, according to which you can easily train your staff.
Step 1. Learning to classify people
You must explain to your employees that there are different types of buyers. One can impose some kind of product, but not the other. One category of people is led to certain phrases, and the other to others. Therefore, it is very important to divide buyers into categories.
There should not be more than 5, otherwise it will cause confusion among the employees themselves.
We propose the following classification:
- Girls- These are people who were advised one particular product. They don't want to listen to the advice the salesperson gives them. They came (called) to buy one specific product. There is simply no point in offering them something else, they will refuse.
- Guys- This is a category of people who do not fit into other categories.
- Engineer– buyers who know exactly what they want to buy. They name the main characteristics of the product or a specific model.
- Mister- a person who communicates with the seller in a technical language, using numbers. He knows what brand or brand he needs, but he can't decide on a model.
- mistress- people who speak the language of emotions. They want to buy something stylish, beautiful or exclusive. Decided on the brand, but did not choose a model.
It is important to understand that a “girl” can be both a representative of the stronger sex and a nice lady. Categories of clients are not tied to a person's gender, social status or age.
Step 2. Before offering something, let the client speak
In no case should the buyer be immediately “attacked” with his proposals. You must understand what exactly he needs. To do this, you need to give the client the opportunity to tell why he came or called.
Empirically, it was found that 72 seconds is enough for a person to voice his desire and speak out. This is an average figure, so it is worth considering that some people may need more time, and others less.
After you listen to the client, you can enter into a dialogue. What exactly to say you must understand based on which category the buyer belongs to.
For example, "guys", after they speak out, you need to say: “I can offer an option a little more expensive, but it will be cooler.”
If the client is a "girl" or "engineer", then you are required to listen to them, take the order and fulfill it. Any suggestions you make will be rejected anyway.
For "Mistress" the following is suitable phrase: "I can offer a model a little more expensive, but it is more luxurious than the previous version".
And the “master” will appreciate the remark: “ There are a little more expensive, but this is a great professional model».
The most promising clients are "Mr" and "Mrs." It is with them that managers need to work.
By implementing such a customer classification system, you will quickly realize how effective it is.
Background phrases and common examples of words that are used when working with a client
Regardless of what exactly you are selling or what service you offer, the client must feel your sincerity. At the same time, you need to behave outside the box, creatively and start the conversation not with advertising the product, but with a simple conversation with the buyer.
It is important not to attack the client and try to lay out as much information as possible in the shortest possible time.
To start, you need to set interrogative questions, thereby you identify the needs of the client:
- “Which shade of this model do you like best?”
- “Very handy and practical! Don't you think so?"
- Why did you choose this particular model?
After the interrogative behavior, you need to change tactics and clarify the situation with the following best phrases:
- “It seems to me, or do you doubt that…”
- “Tell me, I understand you correctly…”
Very often the client needs the advice of the seller. At this moment, you provide support and assistance with the following words:
- “If I were in your place, I would not hesitate for a minute”;
- “I am 100% sure that you will not regret your choice”;
- "You have very good taste."
In case of any difficulty, you must take a position of understanding. After the client voices his problem, you need to answer something like this:
- “I understand you very well, because my friend also faced a similar problem. But she found a way…”;
In their work, salespeople, managers, and all people who want to get a buyer should remember that the phrase "Are you interested in something?" and use a glare. The buyer automatically answers in the negative and leaves.
Bright phrases, as well as replicas of an advertising nature, which perfectly attract the attention of customers
Often, it is non-standard phrases that help sales agents find new customers. Most often, such phrases are of an advertising nature. But don't be afraid of them. Here are some of the most successful expressions.
| Phrase | Her goal |
| “Are you already a member of our promotion?” | The client becomes interested, he begins to ask questions and quickly starts a dialogue |
| “If you recommend our store to your friends, then you will receive bonuses that can be used on your next visit. What do you think of it?" | This phrase encourages the client to advertise your business and make purchases in the future. |
| “If you need to consult with your soulmate, then this can be done right now. What phone number to dial? | This statement will keep the customer and will help to ensure that the purchase will be made from you, and not in a nearby store, for example |
| "May I consult with you?" | Thanks to this question, you achieve the location of the client, after which it is easy to establish an open dialogue |
| “Now I will name the total amount, which includes all discounts” | Having heard the phrase, the client understands that it is pointless to bargain and the price is final, so he does not ask any more questions related to the price |
| “Do I understand you correctly, do you want to purchase a high quality product at the lowest price?” | By asking this question, you show that you are interested in the needs of the buyer. |
| “Soon we will hold an interesting event. Would you like to reserve a seat?" | Such advertising phrases are appropriate if you offer an expensive product. At such events, buyers get acquainted with brands and do not feel compelled to purchase anything. |
Conclusion
The secret of a professional seller is that he knows how to choose the right moment when to approach the client and offer his help. At the same time, he selects the right words that show his sincere interest.
Do not be afraid of non-standard situations and improvise more often! We are sure you will succeed!
The Russian fish market has been a good platform for us for a successful business for many years. Moreover, we not only supply individual fish processing machines, in recent years our customers are increasingly demanding from us a comprehensive re-planning of existing production facilities and the development of new projects from scratch. Here we are helped by extensive experience in the fields of hygiene, processing and design from warehouse to forwarding. In the area of maximum shelf life, when it comes to freezing and salting, as well as in the technological area, our competence is increasingly valued and in demand.
Thanks to the constantly growing number of fish, primarily from aquaculture and gradually increasing fish stocks, the demand for fish processing equipment from anglers and fish farmers is constantly growing. More and more customers are turning from fish suppliers into fish processors. This is due to the fact that any products made from fish allow you to earn more than just selling raw fish.
Another important trend of recent years is product packaging. If earlier most fish products were sold without packaging, now the retailer's requirement is an attractively packaged product that can be stored on the store shelf for a long time. We also have interesting technologies in this area: together with our partner SEALPAC, we develop new solutions tailored to the individual requirements and wishes of customers.
Analyzing the peculiarities of the Russian fishery, you are probably drawing your own conclusions, which will allow you to increase the efficiency of your work in the Russian Federation. What trends in Russian fisheries that are defining in your work in Russia could you single out?
The Russian fishing fleet used to be one of the best in the world. After the collapse of the Soviet Union, this situation, unfortunately, changed for the worse. But over the past few years, the industry has again begun to actively develop and increase the pace. Now, many ships and fish processing enterprises located on land need to modernize their existing capacities, as they no longer cope with the volumes and do not correspond to the modern level of technical equipment of ships and industries in other countries. With today's catch quotas, it is becoming more and more important to process and freeze the caught fish as quickly and efficiently as possible. We try to help our customers understand what they really need and offer the best solutions in terms of efficiency, quality and price.
As mentioned above, Russian fish processing is now actively developing after a long stagnation, state support and the desire of fish market participants to bring the industry to good performance are noticeable. In general, fish processing in Russia has long traditions that are worth remembering and using in industry, perhaps somehow modifying, developing and improving them.
Recently, many of our customers have expressed a desire to export their products to the European Union. For this purpose, certain hygiene regulations must be observed, which is why most of our customers are now rethinking their hygiene concepts and, of course, find in us a knowledgeable partner who can help with advice and action.
As for the further development of fish processing, we hope that this is only the beginning of the successful progressive development of the industry, which will be able to bring it to its former very high level.
At the end of our conversation, I would like to wish you further success in the recycling market and probably ask the main question - what, after all, allows SCHALLER LEBENSMITTELTECHNIK® to maintain its brand and compare favorably with others for so many years?
We try to take into account and accurately fulfill the wishes of customers. At the same time, it is necessary to work in great detail and individually with each specific client so that he gets what he really needs. After the conclusion of the contract, we do not leave the customer alone, we continue to help him bring his ideas to life with the help of our technical and technological know-how, equipment and spices. For many years we have been offering comprehensive solutions, which allows us to cover all aspects of fish processing. We pay an important role to the service - in the event that the customer has some kind of problem or needs a spare part for the machine, we are always ready to help. Schaller Lebensmitteltechnik® puts the wishes of its customers at the forefront, and they, for their part, greatly appreciate this attitude.
All these are the components of our success in the market, along with the high professional competence of our employees, the extensive range of equipment offered and the excellent technological products. That is why, despite the crisis, we remain one of the leading suppliers in the field of fish processing in Russia.
Alina PERVERZEVA
Do you read commercial offers that come to your e-mail? How many of the sentences you started reading seemed interesting to you? Do you think your commercial proposal will not suffer the same fate?
It is rare to find a really good and interesting commercial offer... An offer that is pleasant to read, consider and, of course, agree to cooperate with the company making this offer. For the most part, commercial offers are full of template phrases that are found in every 2-3 options.
Check your offer for template phrases!
Template phrases
- Individual approach
This phrase occurs too often, but no one can say for sure what it means. What is this individual approach? Tell us about it in your commercial offer.
- Flexible terms of cooperation
What are these conditions? Be specific: "Up to 30% discount for regular customers" or "New customers: first delivery as a gift."
- Wide range of products (wide range of services)
Give specific figures: "Our assortment includes up to 3,000 items of goods."
- Turnkey installation
It would be better if you add a block with a list of services to the offer or tell how you work (the process from order to delivery).
- Prices below market (prices will pleasantly surprise you)
Add price to compare:
“The average factory price is 6,000. Our price is 5,100!”
Or:
“The average price in the market is 10,000. Our price is 9,200!” - Flexible system of discounts
Give examples of discounts: "When ordering more than 10,000 rubles, you get a 15% discount."
- Guaranteed quality (European quality)
Tell us about what can confirm the quality of your product: research data, statistics, long-term warranty, etc.
- Team of professionals (highly qualified specialists)
Provide evidence of the qualifications of your employees: “There are no employees in our team with less than 5 years of experience.”
- Market leader
Show your awards, certificates, figures showing your position in the market.
- Many years of experience (rich experience)
And again convincing figures: "For 15 years we have served more than 8,000 customers."
- High level of service (service)
“A personal manager is assigned to each of our clients.”
- Reliable company (reliable supplier)
Show evidence of your company's reliability: famous customer logos, damage return guarantee, money back guarantee, and more.
- We offer (we are ready to offer...)
Replace the words “offer”, “ready to offer” with calls to “consider”, “order”, “download”, “visit the site”, etc.
- From the best Russian manufacturers
Why not mention the names of these same manufacturers? After all, it sounds much more convincing!
And now for the backfill question!
How many times does the word “we” appear in your sales pitch, and how many times does “you” appear? If “we” is more common, then the proposal does not reveal the benefits that the client receives when working with you, and without this there is no good commercial proposal.