');mask-image:url('data:image/svg+xml;utf8,');mask-mode:alpha;-webkit-mask-position:center;mask-position:center;-webkit-mask-repeat:no-repeat;mask-repeat:no-repeat;-webkit-mask-size:contain;mask-size:contain}}.wp-block-image :where(.has-border-color){border-style:solid}.wp-block-image :where([style*=border-top-color]){border-top-style:solid}.wp-block-image :where([style*=border-right-color]){border-right-style:solid}.wp-block-image :where([style*=border-bottom-color]){border-bottom-style:solid}.wp-block-image :where([style*=border-left-color]){border-left-style:solid}.wp-block-image :where([style*=border-width]){border-style:solid}.wp-block-image :where([style*=border-top-width]){border-top-style:solid}.wp-block-image :where([style*=border-right-width]){border-right-style:solid}.wp-block-image :where([style*=border-bottom-width]){border-bottom-style:solid}.wp-block-image :where([style*=border-left-width]){border-left-style:solid}.wp-block-image figure{margin:0}.wp-lightbox-container{display:flex;flex-direction:column;position:relative}.wp-lightbox-container img{cursor:zoom-in}.wp-lightbox-container img:hover+button{opacity:1}.wp-lightbox-container button{align-items:center;-webkit-backdrop-filter:blur(16px) saturate(180%);backdrop-filter:blur(16px) saturate(180%);background-color:#5a5a5a40;border:none;border-radius:4px;cursor:zoom-in;display:flex;height:20px;justify-content:center;opacity:0;padding:0;position:absolute;right:16px;text-align:center;top:16px;transition:opacity .2s ease;width:20px;z-index:100}.wp-lightbox-container button:focus-visible{outline:3px auto #5a5a5a40;outline:3px auto -webkit-focus-ring-color;outline-offset:3px}.wp-lightbox-container button:hover{cursor:pointer;opacity:1}.wp-lightbox-container button:focus{opacity:1}.wp-lightbox-container button:focus,.wp-lightbox-container button:hover,.wp-lightbox-container button:not(:hover):not(:active):not(.has-background){background-color:#5a5a5a40;border:none}.wp-lightbox-overlay{box-sizing:border-box;cursor:zoom-out;height:100vh;left:0;overflow:hidden;position:fixed;top:0;visibility:hidden;width:100%;z-index:100000}.wp-lightbox-overlay .close-button{align-items:center;cursor:pointer;display:flex;justify-content:center;min-height:40px;min-width:40px;padding:0;position:absolute;right:calc(env(safe-area-inset-right) + 16px);top:calc(env(safe-area-inset-top) + 16px);z-index:5000000}.wp-lightbox-overlay .close-button:focus,.wp-lightbox-overlay .close-button:hover,.wp-lightbox-overlay .close-button:not(:hover):not(:active):not(.has-background){background:none;border:none}.wp-lightbox-overlay .lightbox-image-container{height:var(--wp--lightbox-container-height);left:50%;overflow:hidden;position:absolute;top:50%;transform:translate(-50%,-50%);transform-origin:top left;width:var(--wp--lightbox-container-width);z-index:9999999999}.wp-lightbox-overlay .wp-block-image{align-items:center;box-sizing:border-box;display:flex;height:100%;justify-content:center;margin:0;position:relative;transform-origin:0 0;width:100%;z-index:3000000}.wp-lightbox-overlay .wp-block-image img{height:var(--wp--lightbox-image-height);min-height:var(--wp--lightbox-image-height);min-width:var(--wp--lightbox-image-width);width:var(--wp--lightbox-image-width)}.wp-lightbox-overlay .wp-block-image figcaption{display:none}.wp-lightbox-overlay button{background:none;border:none}.wp-lightbox-overlay .scrim{background-color:#fff;height:100%;opacity:.9;position:absolute;width:100%;z-index:2000000}.wp-lightbox-overlay.active{animation:turn-on-visibility .25s both;visibility:visible}.wp-lightbox-overlay.active img{animation:turn-on-visibility .35s both}.wp-lightbox-overlay.show-closing-animation:not(.active){animation:turn-off-visibility .35s both}.wp-lightbox-overlay.show-closing-animation:not(.active) img{animation:turn-off-visibility .25s both}@media (prefers-reduced-motion:no-preference){.wp-lightbox-overlay.zoom.active{animation:none;opacity:1;visibility:visible}.wp-lightbox-overlay.zoom.active .lightbox-image-container{animation:lightbox-zoom-in .4s}.wp-lightbox-overlay.zoom.active .lightbox-image-container img{animation:none}.wp-lightbox-overlay.zoom.active .scrim{animation:turn-on-visibility .4s forwards}.wp-lightbox-overlay.zoom.show-closing-animation:not(.active){animation:none}.wp-lightbox-overlay.zoom.show-closing-animation:not(.active) .lightbox-image-container{animation:lightbox-zoom-out .4s}.wp-lightbox-overlay.zoom.show-closing-animation:not(.active) .lightbox-image-container img{animation:none}.wp-lightbox-overlay.zoom.show-closing-animation:not(.active) .scrim{animation:turn-off-visibility .4s forwards}}@keyframes turn-on-visibility{0%{opacity:0}to{opacity:1}}@keyframes turn-off-visibility{0%{opacity:1;visibility:visible}99%{opacity:0;visibility:visible}to{opacity:0;visibility:hidden}}@keyframes lightbox-zoom-in{0%{transform:translate(calc((-100vw + var(--wp--lightbox-scrollbar-width))/2 + var(--wp--lightbox-initial-left-position)),calc(-50vh + var(--wp--lightbox-initial-top-position))) scale(var(--wp--lightbox-scale))}to{transform:translate(-50%,-50%) scale(1)}}@keyframes lightbox-zoom-out{0%{transform:translate(-50%,-50%) scale(1);visibility:visible}99%{visibility:visible}to{transform:translate(calc((-100vw + var(--wp--lightbox-scrollbar-width))/2 + var(--wp--lightbox-initial-left-position)),calc(-50vh + var(--wp--lightbox-initial-top-position))) scale(var(--wp--lightbox-scale));visibility:hidden}}ol.wp-block-latest-comments{box-sizing:border-box;margin-left:0}:where(.wp-block-latest-comments:not([style*=line-height] .wp-block-latest-comments__comment)){line-height:1.1}:where(.wp-block-latest-comments:not([style*=line-height] .wp-block-latest-comments__comment-excerpt p)){line-height:1.8}.has-dates :where(.wp-block-latest-comments:not([style*=line-height])),.has-excerpts :where(.wp-block-latest-comments:not([style*=line-height])){line-height:1.5}.wp-block-latest-comments .wp-block-latest-comments{padding-left:0}.wp-block-latest-comments__comment{list-style:none;margin-bottom:1em}.has-avatars .wp-block-latest-comments__comment{list-style:none;min-height:2.25em}.has-avatars .wp-block-latest-comments__comment .wp-block-latest-comments__comment-excerpt,.has-avatars .wp-block-latest-comments__comment .wp-block-latest-comments__comment-meta{margin-left:3.25em}.wp-block-latest-comments__comment-excerpt p{font-size:.875em;margin:.36em 0 1.4em}.wp-block-latest-comments__comment-date{display:block;font-size:.75em}.wp-block-latest-comments .avatar,.wp-block-latest-comments__comment-avatar{border-radius:1.5em;display:block;float:left;height:2.5em;margin-right:.75em;width:2.5em}.wp-block-latest-comments[class*="-font-size"] a,.wp-block-latest-comments[style*="font-size"] a{font-size:inherit}.wp-block-latest-posts{box-sizing:border-box}.wp-block-latest-posts.alignleft{margin-right:2em}.wp-block-latest-posts.alignright{margin-left:2em}.wp-block-latest-posts.wp-block-latest-posts__list{list-style:none;padding-left:0}.wp-block-latest-posts.wp-block-latest-posts__list li{clear:both}.wp-block-latest-posts.is-grid{display:flex;flex-wrap:wrap;padding:0}.wp-block-latest-posts.is-grid li{margin:0 1.25em 1.25em 0;width:100%}@media (min-width:600px){.wp-block-latest-posts.columns-2 li{width:calc(50% - .625em)}.wp-block-latest-posts.columns-2 li:nth-child(2n){margin-right:0}.wp-block-latest-posts.columns-3 li{width:calc(33.33333% - .83333em)}.wp-block-latest-posts.columns-3 li:nth-child(3n){margin-right:0}.wp-block-latest-posts.columns-4 li{width:calc(25% - .9375em)}.wp-block-latest-posts.columns-4 li:nth-child(4n){margin-right:0}.wp-block-latest-posts.columns-5 li{width:calc(20% - 1em)}.wp-block-latest-posts.columns-5 li:nth-child(5n){margin-right:0}.wp-block-latest-posts.columns-6 li{width:calc(16.66667% - 1.04167em)}.wp-block-latest-posts.columns-6 li:nth-child(6n){margin-right:0}}.wp-block-latest-posts__post-author,.wp-block-latest-posts__post-date{display:block;font-size:.8125em}.wp-block-latest-posts__post-excerpt{margin-bottom:1em;margin-top:.5em}.wp-block-latest-posts__featured-image a{display:inline-block}.wp-block-latest-posts__featured-image img{height:auto;max-width:100%;width:auto}.wp-block-latest-posts__featured-image.alignleft{float:left;margin-right:1em}.wp-block-latest-posts__featured-image.alignright{float:right;margin-left:1em}.wp-block-latest-posts__featured-image.aligncenter{margin-bottom:1em;text-align:center}ol,ul{box-sizing:border-box}ol.has-background,ul.has-background{padding:1.25em 2.375em}.wp-block-media-text{box-sizing:border-box;direction:ltr;display:grid;grid-template-columns:50% 1fr;grid-template-rows:auto}.wp-block-media-text.has-media-on-the-right{grid-template-columns:1fr 50%}.wp-block-media-text.is-vertically-aligned-top .wp-block-media-text__content,.wp-block-media-text.is-vertically-aligned-top .wp-block-media-text__media{align-self:start}.wp-block-media-text .wp-block-media-text__content,.wp-block-media-text .wp-block-media-text__media,.wp-block-media-text.is-vertically-aligned-center .wp-block-media-text__content,.wp-block-media-text.is-vertically-aligned-center .wp-block-media-text__media{align-self:center}.wp-block-media-text.is-vertically-aligned-bottom .wp-block-media-text__content,.wp-block-media-text.is-vertically-aligned-bottom .wp-block-media-text__media{align-self:end}.wp-block-media-text .wp-block-media-text__media{grid-column:1;grid-row:1;margin:0}.wp-block-media-text .wp-block-media-text__content{direction:ltr;grid-column:2;grid-row:1;padding:0 8%;word-break:break-word}.wp-block-media-text.has-media-on-the-right .wp-block-media-text__media{grid-column:2;grid-row:1}.wp-block-media-text.has-media-on-the-right .wp-block-media-text__content{grid-column:1;grid-row:1}.wp-block-media-text__media img,.wp-block-media-text__media video{height:auto;max-width:unset;vertical-align:middle;width:100%}.wp-block-media-text.is-image-fill .wp-block-media-text__media{background-size:cover;height:100%;min-height:250px}.wp-block-media-text.is-image-fill .wp-block-media-text__media>a{display:block;height:100%}.wp-block-media-text.is-image-fill .wp-block-media-text__media img{height:1px;margin:-1px;overflow:hidden;padding:0;position:absolute;width:1px;clip:rect(0,0,0,0);border:0}@media (max-width:600px){.wp-block-media-text.is-stacked-on-mobile{grid-template-columns:100%!important}.wp-block-media-text.is-stacked-on-mobile .wp-block-media-text__media{grid-column:1;grid-row:1}.wp-block-media-text.is-stacked-on-mobile .wp-block-media-text__content{grid-column:1;grid-row:2}}.wp-block-navigation{position:relative;--navigation-layout-justification-setting:flex-start;--navigation-layout-direction:row;--navigation-layout-wrap:wrap;--navigation-layout-justify:flex-start;--navigation-layout-align:center}.wp-block-navigation ul{margin-bottom:0;margin-left:0;margin-top:0;padding-left:0}.wp-block-navigation ul,.wp-block-navigation ul li{list-style:none;padding:0}.wp-block-navigation .wp-block-navigation-item{align-items:center;display:flex;position:relative}.wp-block-navigation .wp-block-navigation-item .wp-block-navigation__submenu-container:empty{display:none}.wp-block-navigation .wp-block-navigation-item__content{display:block}.wp-block-navigation .wp-block-navigation-item__content.wp-block-navigation-item__content{color:inherit}.wp-block-navigation.has-text-decoration-underline .wp-block-navigation-item__content,.wp-block-navigation.has-text-decoration-underline .wp-block-navigation-item__content:active,.wp-block-navigation.has-text-decoration-underline .wp-block-navigation-item__content:focus{text-decoration:underline}.wp-block-navigation.has-text-decoration-line-through .wp-block-navigation-item__content,.wp-block-navigation.has-text-decoration-line-through .wp-block-navigation-item__content:active,.wp-block-navigation.has-text-decoration-line-through .wp-block-navigation-item__content:focus{text-decoration:line-through}.wp-block-navigation:where(:not([class*=has-text-decoration])) a{text-decoration:none}.wp-block-navigation:where(:not([class*=has-text-decoration])) a:active,.wp-block-navigation:where(:not([class*=has-text-decoration])) a:focus{text-decoration:none}.wp-block-navigation .wp-block-navigation__submenu-icon{align-self:center;background-color:inherit;border:none;color:currentColor;display:inline-block;font-size:inherit;height:.6em;line-height:0;margin-left:.25em;padding:0;width:.6em}.wp-block-navigation .wp-block-navigation__submenu-icon svg{display:inline-block;stroke:currentColor;height:inherit;margin-top:.075em;width:inherit}.wp-block-navigation.is-vertical{--navigation-layout-direction:column;--navigation-layout-justify:initial;--navigation-layout-align:flex-start}.wp-block-navigation.no-wrap{--navigation-layout-wrap:nowrap}.wp-block-navigation.items-justified-center{--navigation-layout-justification-setting:center;--navigation-layout-justify:center}.wp-block-navigation.items-justified-center.is-vertical{--navigation-layout-align:center}.wp-block-navigation.items-justified-right{--navigation-layout-justification-setting:flex-end;--navigation-layout-justify:flex-end}.wp-block-navigation.items-justified-right.is-vertical{--navigation-layout-align:flex-end}.wp-block-navigation.items-justified-space-between{--navigation-layout-justification-setting:space-between;--navigation-layout-justify:space-between}.wp-block-navigation .has-child .wp-block-navigation__submenu-container{align-items:normal;background-color:inherit;color:inherit;display:flex;flex-direction:column;height:0;left:-1px;opacity:0;overflow:hidden;position:absolute;top:100%;transition:opacity .1s linear;visibility:hidden;width:0;z-index:2}.wp-block-navigation .has-child .wp-block-navigation__submenu-container>.wp-block-navigation-item>.wp-block-navigation-item__content{display:flex;flex-grow:1}.wp-block-navigation .has-child .wp-block-navigation__submenu-container>.wp-block-navigation-item>.wp-block-navigation-item__content .wp-block-navigation__submenu-icon{margin-left:auto;margin-right:0}.wp-block-navigation .has-child .wp-block-navigation__submenu-container .wp-block-navigation-item__content{margin:0}@media (min-width:782px){.wp-block-navigation .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container{left:100%;top:-1px}.wp-block-navigation .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container:before{background:#0000;content:"";display:block;height:100%;position:absolute;right:100%;width:.5em}.wp-block-navigation .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-icon{margin-right:.25em}.wp-block-navigation .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-icon svg{transform:rotate(-90deg)}}.wp-block-navigation .has-child .wp-block-navigation-submenu__toggle[aria-expanded=true]~.wp-block-navigation__submenu-container,.wp-block-navigation .has-child:not(.open-on-click):hover>.wp-block-navigation__submenu-container,.wp-block-navigation .has-child:not(.open-on-click):not(.open-on-hover-click):focus-within>.wp-block-navigation__submenu-container{height:auto;min-width:200px;opacity:1;overflow:visible;visibility:visible;width:auto}.wp-block-navigation.has-background .has-child .wp-block-navigation__submenu-container{left:0;top:100%}@media (min-width:782px){.wp-block-navigation.has-background .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container{left:100%;top:0}}.wp-block-navigation-submenu{display:flex;position:relative}.wp-block-navigation-submenu .wp-block-navigation__submenu-icon svg{stroke:currentColor}button.wp-block-navigation-item__content{background-color:initial;border:none;color:currentColor;font-family:inherit;font-size:inherit;font-style:inherit;font-weight:inherit;line-height:inherit;text-align:left;text-transform:inherit}.wp-block-navigation-submenu__toggle{cursor:pointer}.wp-block-navigation-item.open-on-click .wp-block-navigation-submenu__toggle{padding-left:0;padding-right:.85em}.wp-block-navigation-item.open-on-click .wp-block-navigation-submenu__toggle+.wp-block-navigation__submenu-icon{margin-left:-.6em;pointer-events:none}.wp-block-navigation-item.open-on-click button.wp-block-navigation-item__content:not(.wp-block-navigation-submenu__toggle){padding:0}.wp-block-navigation .wp-block-page-list,.wp-block-navigation__container,.wp-block-navigation__responsive-close,.wp-block-navigation__responsive-container,.wp-block-navigation__responsive-container-content,.wp-block-navigation__responsive-dialog{gap:inherit}:where(.wp-block-navigation.has-background .wp-block-navigation-item a:not(.wp-element-button)),:where(.wp-block-navigation.has-background .wp-block-navigation-submenu a:not(.wp-element-button)){padding:.5em 1em}:where(.wp-block-navigation .wp-block-navigation__submenu-container .wp-block-navigation-item a:not(.wp-element-button)),:where(.wp-block-navigation .wp-block-navigation__submenu-container .wp-block-navigation-submenu a:not(.wp-element-button)),:where(.wp-block-navigation .wp-block-navigation__submenu-container .wp-block-navigation-submenu button.wp-block-navigation-item__content),:where(.wp-block-navigation .wp-block-navigation__submenu-container .wp-block-pages-list__item button.wp-block-navigation-item__content){padding:.5em 1em}.wp-block-navigation.items-justified-right .wp-block-navigation__container .has-child .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-right .wp-block-page-list>.has-child .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between .wp-block-page-list>.has-child:last-child .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between>.wp-block-navigation__container>.has-child:last-child .wp-block-navigation__submenu-container{left:auto;right:0}.wp-block-navigation.items-justified-right .wp-block-navigation__container .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-right .wp-block-page-list>.has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between .wp-block-page-list>.has-child:last-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between>.wp-block-navigation__container>.has-child:last-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container{left:-1px;right:-1px}@media (min-width:782px){.wp-block-navigation.items-justified-right .wp-block-navigation__container .has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-right .wp-block-page-list>.has-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between .wp-block-page-list>.has-child:last-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container,.wp-block-navigation.items-justified-space-between>.wp-block-navigation__container>.has-child:last-child .wp-block-navigation__submenu-container .wp-block-navigation__submenu-container{left:auto;right:100%}}.wp-block-navigation:not(.has-background) .wp-block-navigation__submenu-container{background-color:#fff;border:1px solid #00000026}.wp-block-navigation.has-background .wp-block-navigation__submenu-container{background-color:inherit}.wp-block-navigation:not(.has-text-color) .wp-block-navigation__submenu-container{color:#000}.wp-block-navigation__container{align-items:var(--navigation-layout-align,initial);display:flex;flex-direction:var(--navigation-layout-direction,initial);flex-wrap:var(--navigation-layout-wrap,wrap);justify-content:var(--navigation-layout-justify,initial);list-style:none;margin:0;padding-left:0}.wp-block-navigation__container .is-responsive{display:none}.wp-block-navigation__container:only-child,.wp-block-page-list:only-child{flex-grow:1}@keyframes overlay-menu__fade-in-animation{0%{opacity:0;transform:translateY(.5em)}to{opacity:1;transform:translateY(0)}}.wp-block-navigation__responsive-container{bottom:0;display:none;left:0;position:fixed;right:0;top:0}.wp-block-navigation__responsive-container :where(.wp-block-navigation-item a){color:inherit}.wp-block-navigation__responsive-container .wp-block-navigation__responsive-container-content{align-items:var(--navigation-layout-align,initial);display:flex;flex-direction:var(--navigation-layout-direction,initial);flex-wrap:var(--navigation-layout-wrap,wrap);justify-content:var(--navigation-layout-justify,initial)}.wp-block-navigation__responsive-container:not(.is-menu-open.is-menu-open){background-color:inherit!important;color:inherit!important}.wp-block-navigation__responsive-container.is-menu-open{animation:overlay-menu__fade-in-animation .1s ease-out;animation-fill-mode:forwards;background-color:inherit;display:flex;flex-direction:column;overflow:auto;padding:clamp(1rem,var(--wp--style--root--padding-top),20rem) clamp(1rem,var(--wp--style--root--padding-right),20rem) clamp(1rem,var(--wp--style--root--padding-bottom),20rem) clamp(1rem,var(--wp--style--root--padding-left),20em);z-index:100000}@media (prefers-reduced-motion:reduce){.wp-block-navigation__responsive-container.is-menu-open{animation-delay:0s;animation-duration:1ms}}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content{align-items:var(--navigation-layout-justification-setting,inherit);display:flex;flex-direction:column;flex-wrap:nowrap;overflow:visible;padding-top:calc(2rem + 24px)}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__container,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-page-list{justify-content:flex-start}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__submenu-icon{display:none}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .has-child .wp-block-navigation__submenu-container{border:none;height:auto;min-width:200px;opacity:1;overflow:initial;padding-left:2rem;padding-right:2rem;position:static;visibility:visible;width:auto}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__container,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__submenu-container{gap:inherit}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__submenu-container{padding-top:var(--wp--style--block-gap,2em)}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation-item__content{padding:0}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation-item,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-navigation__container,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__responsive-container-content .wp-block-page-list{align-items:var(--navigation-layout-justification-setting,initial);display:flex;flex-direction:column}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation-item,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation-item .wp-block-navigation__submenu-container,.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__container,.wp-block-navigation__responsive-container.is-menu-open .wp-block-page-list{background:#0000!important;color:inherit!important}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__submenu-container.wp-block-navigation__submenu-container.wp-block-navigation__submenu-container.wp-block-navigation__submenu-container{left:auto;right:auto}@media (min-width:600px){.wp-block-navigation__responsive-container:not(.hidden-by-default):not(.is-menu-open){background-color:inherit;display:block;position:relative;width:100%;z-index:auto}.wp-block-navigation__responsive-container:not(.hidden-by-default):not(.is-menu-open) .wp-block-navigation__responsive-container-close{display:none}.wp-block-navigation__responsive-container.is-menu-open .wp-block-navigation__submenu-container.wp-block-navigation__submenu-container.wp-block-navigation__submenu-container.wp-block-navigation__submenu-container{left:0}}.wp-block-navigation:not(.has-background) .wp-block-navigation__responsive-container.is-menu-open{background-color:#fff}.wp-block-navigation:not(.has-text-color) .wp-block-navigation__responsive-container.is-menu-open{color:#000}.wp-block-navigation__toggle_button_label{font-size:1rem;font-weight:700}.wp-block-navigation__responsive-container-close,.wp-block-navigation__responsive-container-open{background:#0000;border:none;color:currentColor;cursor:pointer;margin:0;padding:0;text-transform:inherit;vertical-align:middle}.wp-block-navigation__responsive-container-close svg,.wp-block-navigation__responsive-container-open svg{fill:currentColor;display:block;height:24px;pointer-events:none;width:24px}.wp-block-navigation__responsive-container-open{display:flex}.wp-block-navigation__responsive-container-open.wp-block-navigation__responsive-container-open.wp-block-navigation__responsive-container-open{font-family:inherit;font-size:inherit;font-weight:inherit}@media (min-width:600px){.wp-block-navigation__responsive-container-open:not(.always-shown){display:none}}.wp-block-navigation__responsive-container-close{position:absolute;right:0;top:0;z-index:2}.wp-block-navigation__responsive-container-close.wp-block-navigation__responsive-container-close.wp-block-navigation__responsive-container-close{font-family:inherit;font-size:inherit;font-weight:inherit}.wp-block-navigation__responsive-close{width:100%}.has-modal-open .wp-block-navigation__responsive-close{margin-left:auto;margin-right:auto;max-width:var(--wp--style--global--wide-size,100%)}.wp-block-navigation__responsive-close:focus{outline:none}.is-menu-open .wp-block-navigation__responsive-close,.is-menu-open .wp-block-navigation__responsive-container-content,.is-menu-open .wp-block-navigation__responsive-dialog{box-sizing:border-box}.wp-block-navigation__responsive-dialog{position:relative}.has-modal-open .admin-bar .is-menu-open .wp-block-navigation__responsive-dialog{margin-top:46px}@media (min-width:782px){.has-modal-open .admin-bar .is-menu-open .wp-block-navigation__responsive-dialog{margin-top:32px}}html.has-modal-open{overflow:hidden}.wp-block-navigation .wp-block-navigation-item__label{overflow-wrap:break-word}.wp-block-navigation .wp-block-navigation-item__description{display:none}.link-ui-tools{border-top:1px solid #f0f0f0;padding:8px}.link-ui-block-inserter{padding-top:8px}.link-ui-block-inserter__back{margin-left:8px;text-transform:uppercase}.components-popover-pointer-events-trap{background-color:initial;cursor:pointer;inset:0;position:fixed;z-index:1000000}.wp-block-navigation .wp-block-page-list{align-items:var(--navigation-layout-align,initial);background-color:inherit;display:flex;flex-direction:var(--navigation-layout-direction,initial);flex-wrap:var(--navigation-layout-wrap,wrap);justify-content:var(--navigation-layout-justify,initial)}.wp-block-navigation .wp-block-navigation-item{background-color:inherit}.is-small-text{font-size:.875em}.is-regular-text{font-size:1em}.is-large-text{font-size:2.25em}.is-larger-text{font-size:3em}.has-drop-cap:not(:focus):first-letter{float:left;font-size:8.4em;font-style:normal;font-weight:100;line-height:.68;margin:.05em .1em 0 0;text-transform:uppercase}body.rtl .has-drop-cap:not(:focus):first-letter{float:none;margin-left:.1em}p.has-drop-cap.has-background{overflow:hidden}p.has-background{padding:1.25em 2.375em}:where(p.has-text-color:not(.has-link-color)) a{color:inherit}p.has-text-align-left[style*="writing-mode:vertical-lr"],p.has-text-align-right[style*="writing-mode:vertical-rl"]{rotate:180deg}.wp-block-post-author{display:flex;flex-wrap:wrap}.wp-block-post-author__byline{font-size:.5em;margin-bottom:0;margin-top:0;width:100%}.wp-block-post-author__avatar{margin-right:1em}.wp-block-post-author__bio{font-size:.7em;margin-bottom:.7em}.wp-block-post-author__content{flex-basis:0;flex-grow:1}.wp-block-post-author__name{margin:0}.wp-block-post-comments-form{box-sizing:border-box}.wp-block-post-comments-form[style*=font-weight] :where(.comment-reply-title){font-weight:inherit}.wp-block-post-comments-form[style*=font-family] :where(.comment-reply-title){font-family:inherit}.wp-block-post-comments-form[class*=-font-size] :where(.comment-reply-title),.wp-block-post-comments-form[style*=font-size] :where(.comment-reply-title){font-size:inherit}.wp-block-post-comments-form[style*=line-height] :where(.comment-reply-title){line-height:inherit}.wp-block-post-comments-form[style*=font-style] :where(.comment-reply-title){font-style:inherit}.wp-block-post-comments-form[style*=letter-spacing] :where(.comment-reply-title){letter-spacing:inherit}.wp-block-post-comments-form input[type="submit"]{box-shadow:none;cursor:pointer;display:inline-block;overflow-wrap:break-word;text-align:center}.wp-block-post-comments-form input:not([type=submit]),.wp-block-post-comments-form textarea{border:1px solid #949494;font-family:inherit;font-size:1em}.wp-block-post-comments-form input:not([type=submit]):not([type=checkbox]),.wp-block-post-comments-form textarea{padding:calc(.667em + 2px)}.wp-block-post-comments-form .comment-form input:not([type=submit]):not([type=checkbox]):not([type=hidden]),.wp-block-post-comments-form .comment-form textarea{box-sizing:border-box;display:block;width:100%}.wp-block-post-comments-form .comment-form-author label,.wp-block-post-comments-form .comment-form-email label,.wp-block-post-comments-form .comment-form-url label{display:block;margin-bottom:.25em}.wp-block-post-comments-form .comment-form-cookies-consent{display:flex;gap:.25em}.wp-block-post-comments-form .comment-form-cookies-consent #wp-comment-cookies-consent{margin-top:.35em}.wp-block-post-comments-form .comment-reply-title{margin-bottom:0}.wp-block-post-comments-form .comment-reply-title :where(small){font-size:var(--wp--preset--font-size--medium,smaller);margin-left:.5em}.wp-block-post-date{box-sizing:border-box}:where(.wp-block-post-excerpt){margin-bottom:var(--wp--style--block-gap);margin-top:var(--wp--style--block-gap)}.wp-block-post-excerpt__excerpt{margin-bottom:0;margin-top:0}.wp-block-post-excerpt__more-text{margin-bottom:0;margin-top:var(--wp--style--block-gap)}.wp-block-post-excerpt__more-link{display:inline-block}.wp-block-post-featured-image{margin-left:0;margin-right:0}.wp-block-post-featured-image a{display:block;height:100%}.wp-block-post-featured-image img{box-sizing:border-box;height:auto;max-width:100%;vertical-align:bottom;width:100%}.wp-block-post-featured-image.alignfull img,.wp-block-post-featured-image.alignwide img{width:100%}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim{background-color:#000;inset:0;position:absolute}.wp-block-post-featured-image{position:relative}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-gradient{background-color:initial}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-0{opacity:0}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-10{opacity:.1}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-20{opacity:.2}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-30{opacity:.3}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-40{opacity:.4}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-50{opacity:.5}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-60{opacity:.6}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-70{opacity:.7}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-80{opacity:.8}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-90{opacity:.9}.wp-block-post-featured-image .wp-block-post-featured-image__overlay.has-background-dim-100{opacity:1}.wp-block-post-featured-image:where(.alignleft,.alignright){width:100%}.wp-block-post-navigation-link .wp-block-post-navigation-link__arrow-previous{display:inline-block;margin-right:1ch}.wp-block-post-navigation-link .wp-block-post-navigation-link__arrow-previous:not(.is-arrow-chevron){transform:scaleX(1)}.wp-block-post-navigation-link .wp-block-post-navigation-link__arrow-next{display:inline-block;margin-left:1ch}.wp-block-post-navigation-link .wp-block-post-navigation-link__arrow-next:not(.is-arrow-chevron){transform:scaleX(1)}.wp-block-post-navigation-link.has-text-align-left[style*="writing-mode: vertical-lr"],.wp-block-post-navigation-link.has-text-align-right[style*="writing-mode: vertical-rl"]{rotate:180deg}.wp-block-post-terms{box-sizing:border-box}.wp-block-post-terms .wp-block-post-terms__separator{white-space:pre-wrap}.wp-block-post-time-to-read,.wp-block-post-title{box-sizing:border-box}.wp-block-post-title{word-break:break-word}.wp-block-post-title a{display:inline-block}.wp-block-preformatted{box-sizing:border-box;white-space:pre-wrap}:where(.wp-block-preformatted.has-background){padding:1.25em 2.375em}.wp-block-pullquote{box-sizing:border-box;overflow-wrap:break-word;padding:4em 0;text-align:center}.wp-block-pullquote blockquote,.wp-block-pullquote cite,.wp-block-pullquote p{color:inherit}.wp-block-pullquote blockquote{margin:0}.wp-block-pullquote p{margin-top:0}.wp-block-pullquote p:last-child{margin-bottom:0}.wp-block-pullquote.alignleft,.wp-block-pullquote.alignright{max-width:420px}.wp-block-pullquote cite,.wp-block-pullquote footer{position:relative}.wp-block-pullquote .has-text-color a{color:inherit}:where(.wp-block-pullquote){margin:0 0 1em}.wp-block-pullquote.has-text-align-left blockquote{text-align:left}.wp-block-pullquote.has-text-align-right blockquote{text-align:right}.wp-block-pullquote.is-style-solid-color{border:none}.wp-block-pullquote.is-style-solid-color blockquote{margin-left:auto;margin-right:auto;max-width:60%}.wp-block-pullquote.is-style-solid-color blockquote p{font-size:2em;margin-bottom:0;margin-top:0}.wp-block-pullquote.is-style-solid-color blockquote cite{font-style:normal;text-transform:none}.wp-block-pullquote cite{color:inherit}.wp-block-post-template{list-style:none;margin-bottom:0;margin-top:0;max-width:100%;padding:0}.wp-block-post-template.wp-block-post-template{background:none}.wp-block-post-template.is-flex-container{display:flex;flex-direction:row;flex-wrap:wrap;gap:1.25em}.wp-block-post-template.is-flex-container>li{margin:0;width:100%}@media (min-width:600px){.wp-block-post-template.is-flex-container.is-flex-container.columns-2>li{width:calc(50% - .625em)}.wp-block-post-template.is-flex-container.is-flex-container.columns-3>li{width:calc(33.33333% - .83333em)}.wp-block-post-template.is-flex-container.is-flex-container.columns-4>li{width:calc(25% - .9375em)}.wp-block-post-template.is-flex-container.is-flex-container.columns-5>li{width:calc(20% - 1em)}.wp-block-post-template.is-flex-container.is-flex-container.columns-6>li{width:calc(16.66667% - 1.04167em)}}@media (max-width:600px){.wp-block-post-template-is-layout-grid.wp-block-post-template-is-layout-grid.wp-block-post-template-is-layout-grid.wp-block-post-template-is-layout-grid{grid-template-columns:1fr}}.wp-block-post-template-is-layout-constrained>li>.alignright,.wp-block-post-template-is-layout-flow>li>.alignright{float:right;margin-inline-end:0;margin-inline-start:2em}.wp-block-post-template-is-layout-constrained>li>.alignleft,.wp-block-post-template-is-layout-flow>li>.alignleft{float:left;margin-inline-end:2em;margin-inline-start:0}.wp-block-post-template-is-layout-constrained>li>.aligncenter,.wp-block-post-template-is-layout-flow>li>.aligncenter{margin-inline-end:auto;margin-inline-start:auto}.wp-block-query-pagination>.wp-block-query-pagination-next,.wp-block-query-pagination>.wp-block-query-pagination-numbers,.wp-block-query-pagination>.wp-block-query-pagination-previous{margin-bottom:.5em;margin-right:.5em}.wp-block-query-pagination>.wp-block-query-pagination-next:last-child,.wp-block-query-pagination>.wp-block-query-pagination-numbers:last-child,.wp-block-query-pagination>.wp-block-query-pagination-previous:last-child{margin-right:0}.wp-block-query-pagination.is-content-justification-space-between>.wp-block-query-pagination-next:last-of-type{margin-inline-start:auto}.wp-block-query-pagination.is-content-justification-space-between>.wp-block-query-pagination-previous:first-child{margin-inline-end:auto}.wp-block-query-pagination .wp-block-query-pagination-previous-arrow{display:inline-block;margin-right:1ch}.wp-block-query-pagination .wp-block-query-pagination-previous-arrow:not(.is-arrow-chevron){transform:scaleX(1)}.wp-block-query-pagination .wp-block-query-pagination-next-arrow{display:inline-block;margin-left:1ch}.wp-block-query-pagination .wp-block-query-pagination-next-arrow:not(.is-arrow-chevron){transform:scaleX(1)}.wp-block-query-pagination.aligncenter{justify-content:center}.wp-block-query-title,.wp-block-quote{box-sizing:border-box}.wp-block-quote{overflow-wrap:break-word}.wp-block-quote.is-large:where(:not(.is-style-plain)),.wp-block-quote.is-style-large:where(:not(.is-style-plain)){margin-bottom:1em;padding:0 1em}.wp-block-quote.is-large:where(:not(.is-style-plain)) p,.wp-block-quote.is-style-large:where(:not(.is-style-plain)) p{font-size:1.5em;font-style:italic;line-height:1.6}.wp-block-quote.is-large:where(:not(.is-style-plain)) cite,.wp-block-quote.is-large:where(:not(.is-style-plain)) footer,.wp-block-quote.is-style-large:where(:not(.is-style-plain)) cite,.wp-block-quote.is-style-large:where(:not(.is-style-plain)) footer{font-size:1.125em;text-align:right}.wp-block-quote>cite{display:block}.wp-block-read-more{display:block;width:-moz-fit-content;width:fit-content}.wp-block-read-more:where(:not([style*=text-decoration])){text-decoration:none}.wp-block-read-more:where(:not([style*=text-decoration])):active,.wp-block-read-more:where(:not([style*=text-decoration])):focus{text-decoration:none}ul.wp-block-rss{list-style:none;padding:0}ul.wp-block-rss.wp-block-rss{box-sizing:border-box}ul.wp-block-rss.alignleft{margin-right:2em}ul.wp-block-rss.alignright{margin-left:2em}ul.wp-block-rss.is-grid{display:flex;flex-wrap:wrap;list-style:none;padding:0}ul.wp-block-rss.is-grid li{margin:0 1em 1em 0;width:100%}@media (min-width:600px){ul.wp-block-rss.columns-2 li{width:calc(50% - 1em)}ul.wp-block-rss.columns-3 li{width:calc(33.33333% - 1em)}ul.wp-block-rss.columns-4 li{width:calc(25% - 1em)}ul.wp-block-rss.columns-5 li{width:calc(20% - 1em)}ul.wp-block-rss.columns-6 li{width:calc(16.66667% - 1em)}}.wp-block-rss__item-author,.wp-block-rss__item-publish-date{display:block;font-size:.8125em}.wp-block-search__button{margin-left:10px;word-break:normal}.wp-block-search__button.has-icon{line-height:0}.wp-block-search__button svg{height:1.25em;min-height:24px;min-width:24px;width:1.25em;fill:currentColor;vertical-align:text-bottom}:where(.wp-block-search__button){border:1px solid #ccc;padding:6px 10px}.wp-block-search__inside-wrapper{display:flex;flex:auto;flex-wrap:nowrap;max-width:100%}.wp-block-search__label{width:100%}.wp-block-search__input{-webkit-appearance:initial;appearance:none;border:1px solid #949494;flex-grow:1;margin-left:0;margin-right:0;min-width:3rem;padding:8px;text-decoration:unset!important}.wp-block-search.wp-block-search__button-only .wp-block-search__button{flex-shrink:0;margin-left:0;max-width:100%}.wp-block-search.wp-block-search__button-only .wp-block-search__button[aria-expanded="true"]{max-width:calc(100% - 100px)}.wp-block-search.wp-block-search__button-only .wp-block-search__inside-wrapper{min-width:0!important;transition-property:width}.wp-block-search.wp-block-search__button-only .wp-block-search__input{flex-basis:100%;transition-duration:.3s}.wp-block-search.wp-block-search__button-only.wp-block-search__searchfield-hidden,.wp-block-search.wp-block-search__button-only.wp-block-search__searchfield-hidden .wp-block-search__inside-wrapper{overflow:hidden}.wp-block-search.wp-block-search__button-only.wp-block-search__searchfield-hidden .wp-block-search__input{border-left-width:0!important;border-right-width:0!important;flex-basis:0;flex-grow:0;margin:0;min-width:0!important;padding-left:0!important;padding-right:0!important;width:0!important}:where(.wp-block-search__button-inside .wp-block-search__inside-wrapper){border:1px solid #949494;box-sizing:border-box;padding:4px}:where(.wp-block-search__button-inside .wp-block-search__inside-wrapper) .wp-block-search__input{border:none;border-radius:0;padding:0 4px}:where(.wp-block-search__button-inside .wp-block-search__inside-wrapper) .wp-block-search__input:focus{outline:none}:where(.wp-block-search__button-inside .wp-block-search__inside-wrapper) :where(.wp-block-search__button){padding:4px 8px}.wp-block-search.aligncenter .wp-block-search__inside-wrapper{margin:auto}.wp-block[data-align="right"] .wp-block-search.wp-block-search__button-only .wp-block-search__inside-wrapper{float:right}.wp-block-separator{border:none;border-top:2px solid}.wp-block-separator.is-style-dots{background:none!important;border:none;height:auto;line-height:1;text-align:center}.wp-block-separator.is-style-dots:before{color:currentColor;content:"···";font-family:serif;font-size:1.5em;letter-spacing:2em;padding-left:2em}.wp-block-site-logo{box-sizing:border-box;line-height:0}.wp-block-site-logo a{display:inline-block;line-height:0}.wp-block-site-logo.is-default-size img{height:auto;width:120px}.wp-block-site-logo img{height:auto;max-width:100%}.wp-block-site-logo a,.wp-block-site-logo img{border-radius:inherit}.wp-block-site-logo.aligncenter{margin-left:auto;margin-right:auto;text-align:center}.wp-block-site-logo.is-style-rounded{border-radius:9999px}.wp-block-site-title a{color:inherit}.wp-block-social-links{background:none;box-sizing:border-box;margin-left:0;padding-left:0;padding-right:0;text-indent:0}.wp-block-social-links .wp-social-link a,.wp-block-social-links .wp-social-link a:hover{border-bottom:0;box-shadow:none;text-decoration:none}.wp-block-social-links .wp-social-link a{padding:.25em}.wp-block-social-links .wp-social-link svg{height:1em;width:1em}.wp-block-social-links .wp-social-link span:not(.screen-reader-text){font-size:.65em;margin-left:.5em;margin-right:.5em}.wp-block-social-links.has-small-icon-size{font-size:16px}.wp-block-social-links,.wp-block-social-links.has-normal-icon-size{font-size:24px}.wp-block-social-links.has-large-icon-size{font-size:36px}.wp-block-social-links.has-huge-icon-size{font-size:48px}.wp-block-social-links.aligncenter{display:flex;justify-content:center}.wp-block-social-links.alignright{justify-content:flex-end}.wp-block-social-link{border-radius:9999px;display:block;height:auto;transition:transform .1s ease}@media (prefers-reduced-motion:reduce){.wp-block-social-link{transition-delay:0s;transition-duration:0s}}.wp-block-social-link a{align-items:center;display:flex;line-height:0;transition:transform .1s ease}.wp-block-social-link:hover{transform:scale(1.1)}.wp-block-social-links .wp-block-social-link.wp-social-link{display:inline-block;margin:0;padding:0}.wp-block-social-links .wp-block-social-link.wp-social-link .wp-block-social-link-anchor,.wp-block-social-links .wp-block-social-link.wp-social-link .wp-block-social-link-anchor svg,.wp-block-social-links .wp-block-social-link.wp-social-link .wp-block-social-link-anchor:active,.wp-block-social-links .wp-block-social-link.wp-social-link .wp-block-social-link-anchor:hover,.wp-block-social-links .wp-block-social-link.wp-social-link .wp-block-social-link-anchor:visited{color:currentColor;fill:currentColor}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link{background-color:#f0f0f0;color:#444}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-amazon{background-color:#f90;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-bandcamp{background-color:#1ea0c3;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-behance{background-color:#0757fe;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-codepen{background-color:#1e1f26;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-deviantart{background-color:#02e49b;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-dribbble{background-color:#e94c89;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-dropbox{background-color:#4280ff;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-etsy{background-color:#f45800;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-facebook{background-color:#1778f2;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-fivehundredpx{background-color:#000;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-flickr{background-color:#0461dd;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-foursquare{background-color:#e65678;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-github{background-color:#24292d;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-goodreads{background-color:#eceadd;color:#382110}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-google{background-color:#ea4434;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-gravatar{background-color:#1d4fc4;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-instagram{background-color:#f00075;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-lastfm{background-color:#e21b24;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-linkedin{background-color:#0d66c2;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-mastodon{background-color:#3288d4;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-medium{background-color:#02ab6c;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-meetup{background-color:#f6405f;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-patreon{background-color:#000;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-pinterest{background-color:#e60122;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-pocket{background-color:#ef4155;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-reddit{background-color:#ff4500;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-skype{background-color:#0478d7;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-snapchat{background-color:#fefc00;color:#fff;stroke:#000}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-soundcloud{background-color:#ff5600;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-spotify{background-color:#1bd760;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-telegram{background-color:#2aabee;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-threads,.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-tiktok{background-color:#000;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-tumblr{background-color:#011835;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-twitch{background-color:#6440a4;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-twitter{background-color:#1da1f2;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-vimeo{background-color:#1eb7ea;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-vk{background-color:#4680c2;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-wordpress{background-color:#3499cd;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-whatsapp{background-color:#25d366;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-x{background-color:#000;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-yelp{background-color:#d32422;color:#fff}.wp-block-social-links:not(.is-style-logos-only) .wp-social-link-youtube{background-color:red;color:#fff}.wp-block-social-links.is-style-logos-only .wp-social-link{background:none}.wp-block-social-links.is-style-logos-only .wp-social-link a{padding:0}.wp-block-social-links.is-style-logos-only .wp-social-link svg{height:1.25em;width:1.25em}.wp-block-social-links.is-style-logos-only .wp-social-link-amazon{color:#f90}.wp-block-social-links.is-style-logos-only .wp-social-link-bandcamp{color:#1ea0c3}.wp-block-social-links.is-style-logos-only .wp-social-link-behance{color:#0757fe}.wp-block-social-links.is-style-logos-only .wp-social-link-codepen{color:#1e1f26}.wp-block-social-links.is-style-logos-only .wp-social-link-deviantart{color:#02e49b}.wp-block-social-links.is-style-logos-only .wp-social-link-dribbble{color:#e94c89}.wp-block-social-links.is-style-logos-only .wp-social-link-dropbox{color:#4280ff}.wp-block-social-links.is-style-logos-only .wp-social-link-etsy{color:#f45800}.wp-block-social-links.is-style-logos-only .wp-social-link-facebook{color:#1778f2}.wp-block-social-links.is-style-logos-only .wp-social-link-fivehundredpx{color:#000}.wp-block-social-links.is-style-logos-only .wp-social-link-flickr{color:#0461dd}.wp-block-social-links.is-style-logos-only .wp-social-link-foursquare{color:#e65678}.wp-block-social-links.is-style-logos-only .wp-social-link-github{color:#24292d}.wp-block-social-links.is-style-logos-only .wp-social-link-goodreads{color:#382110}.wp-block-social-links.is-style-logos-only .wp-social-link-google{color:#ea4434}.wp-block-social-links.is-style-logos-only .wp-social-link-gravatar{color:#1d4fc4}.wp-block-social-links.is-style-logos-only .wp-social-link-instagram{color:#f00075}.wp-block-social-links.is-style-logos-only .wp-social-link-lastfm{color:#e21b24}.wp-block-social-links.is-style-logos-only .wp-social-link-linkedin{color:#0d66c2}.wp-block-social-links.is-style-logos-only .wp-social-link-mastodon{color:#3288d4}.wp-block-social-links.is-style-logos-only .wp-social-link-medium{color:#02ab6c}.wp-block-social-links.is-style-logos-only .wp-social-link-meetup{color:#f6405f}.wp-block-social-links.is-style-logos-only .wp-social-link-patreon{color:#000}.wp-block-social-links.is-style-logos-only .wp-social-link-pinterest{color:#e60122}.wp-block-social-links.is-style-logos-only .wp-social-link-pocket{color:#ef4155}.wp-block-social-links.is-style-logos-only .wp-social-link-reddit{color:#ff4500}.wp-block-social-links.is-style-logos-only .wp-social-link-skype{color:#0478d7}.wp-block-social-links.is-style-logos-only .wp-social-link-snapchat{color:#fff;stroke:#000}.wp-block-social-links.is-style-logos-only .wp-social-link-soundcloud{color:#ff5600}.wp-block-social-links.is-style-logos-only .wp-social-link-spotify{color:#1bd760}.wp-block-social-links.is-style-logos-only .wp-social-link-telegram{color:#2aabee}.wp-block-social-links.is-style-logos-only .wp-social-link-threads,.wp-block-social-links.is-style-logos-only .wp-social-link-tiktok{color:#000}.wp-block-social-links.is-style-logos-only .wp-social-link-tumblr{color:#011835}.wp-block-social-links.is-style-logos-only .wp-social-link-twitch{color:#6440a4}.wp-block-social-links.is-style-logos-only .wp-social-link-twitter{color:#1da1f2}.wp-block-social-links.is-style-logos-only .wp-social-link-vimeo{color:#1eb7ea}.wp-block-social-links.is-style-logos-only .wp-social-link-vk{color:#4680c2}.wp-block-social-links.is-style-logos-only .wp-social-link-whatsapp{color:#25d366}.wp-block-social-links.is-style-logos-only .wp-social-link-wordpress{color:#3499cd}.wp-block-social-links.is-style-logos-only .wp-social-link-x{color:#000}.wp-block-social-links.is-style-logos-only .wp-social-link-yelp{color:#d32422}.wp-block-social-links.is-style-logos-only .wp-social-link-youtube{color:red}.wp-block-social-links.is-style-pill-shape .wp-social-link{width:auto}.wp-block-social-links.is-style-pill-shape .wp-social-link a{padding-left:.66667em;padding-right:.66667em}.wp-block-social-links:not(.has-icon-color):not(.has-icon-background-color) .wp-social-link-snapchat .wp-block-social-link-label{color:#000}.wp-block-spacer{clear:both}.wp-block-tag-cloud{box-sizing:border-box}.wp-block-tag-cloud.aligncenter{justify-content:center;text-align:center}.wp-block-tag-cloud.alignfull{padding-left:1em;padding-right:1em}.wp-block-tag-cloud a{display:inline-block;margin-right:5px}.wp-block-tag-cloud span{display:inline-block;margin-left:5px;text-decoration:none}.wp-block-tag-cloud.is-style-outline{display:flex;flex-wrap:wrap;gap:1ch}.wp-block-tag-cloud.is-style-outline a{border:1px solid;font-size:unset!important;margin-right:0;padding:1ch 2ch;text-decoration:none!important}.wp-block-table{overflow-x:auto}.wp-block-table table{border-collapse:collapse;width:100%}.wp-block-table thead{border-bottom:3px solid}.wp-block-table tfoot{border-top:3px solid}.wp-block-table td,.wp-block-table th{border:1px solid;padding:.5em}.wp-block-table .has-fixed-layout{table-layout:fixed;width:100%}.wp-block-table .has-fixed-layout td,.wp-block-table .has-fixed-layout th{word-break:break-word}.wp-block-table.aligncenter,.wp-block-table.alignleft,.wp-block-table.alignright{display:table;width:auto}.wp-block-table.aligncenter td,.wp-block-table.aligncenter th,.wp-block-table.alignleft td,.wp-block-table.alignleft th,.wp-block-table.alignright td,.wp-block-table.alignright th{word-break:break-word}.wp-block-table .has-subtle-light-gray-background-color{background-color:#f3f4f5}.wp-block-table .has-subtle-pale-green-background-color{background-color:#e9fbe5}.wp-block-table .has-subtle-pale-blue-background-color{background-color:#e7f5fe}.wp-block-table .has-subtle-pale-pink-background-color{background-color:#fcf0ef}.wp-block-table.is-style-stripes{background-color:initial;border-bottom:1px solid #f0f0f0;border-collapse:inherit;border-spacing:0}.wp-block-table.is-style-stripes tbody tr:nth-child(odd){background-color:#f0f0f0}.wp-block-table.is-style-stripes.has-subtle-light-gray-background-color tbody tr:nth-child(odd){background-color:#f3f4f5}.wp-block-table.is-style-stripes.has-subtle-pale-green-background-color tbody tr:nth-child(odd){background-color:#e9fbe5}.wp-block-table.is-style-stripes.has-subtle-pale-blue-background-color tbody tr:nth-child(odd){background-color:#e7f5fe}.wp-block-table.is-style-stripes.has-subtle-pale-pink-background-color tbody tr:nth-child(odd){background-color:#fcf0ef}.wp-block-table.is-style-stripes td,.wp-block-table.is-style-stripes th{border-color:#0000}.wp-block-table .has-border-color td,.wp-block-table .has-border-color th,.wp-block-table .has-border-color tr,.wp-block-table .has-border-color>*{border-color:inherit}.wp-block-table table[style*="border-top-color"] tr:first-child,.wp-block-table table[style*="border-top-color"] tr:first-child td,.wp-block-table table[style*="border-top-color"] tr:first-child th,.wp-block-table table[style*="border-top-color"]>*,.wp-block-table table[style*="border-top-color"]>* td,.wp-block-table table[style*="border-top-color"]>* th{border-top-color:inherit}.wp-block-table table[style*=border-top-color] tr:not(:first-child){border-top-color:initial}.wp-block-table table[style*="border-right-color"] td:last-child,.wp-block-table table[style*="border-right-color"] th,.wp-block-table table[style*="border-right-color"] tr,.wp-block-table table[style*="border-right-color"]>*{border-right-color:inherit}.wp-block-table table[style*="border-bottom-color"] tr:last-child,.wp-block-table table[style*="border-bottom-color"] tr:last-child td,.wp-block-table table[style*="border-bottom-color"] tr:last-child th,.wp-block-table table[style*="border-bottom-color"]>*,.wp-block-table table[style*="border-bottom-color"]>* td,.wp-block-table table[style*="border-bottom-color"]>* th{border-bottom-color:inherit}.wp-block-table table[style*=border-bottom-color] tr:not(:last-child){border-bottom-color:initial}.wp-block-table table[style*="border-left-color"] td:first-child,.wp-block-table table[style*="border-left-color"] th,.wp-block-table table[style*="border-left-color"] tr,.wp-block-table table[style*="border-left-color"]>*{border-left-color:inherit}.wp-block-table table[style*="border-style"] td,.wp-block-table table[style*="border-style"] th,.wp-block-table table[style*="border-style"] tr,.wp-block-table table[style*="border-style"]>*{border-style:inherit}.wp-block-table table[style*="border-width"] td,.wp-block-table table[style*="border-width"] th,.wp-block-table table[style*="border-width"] tr,.wp-block-table table[style*="border-width"]>*{border-style:inherit;border-width:inherit}:where(.wp-block-term-description){margin-bottom:var(--wp--style--block-gap);margin-top:var(--wp--style--block-gap)}.wp-block-term-description p{margin-bottom:0;margin-top:0}.wp-block-text-columns,.wp-block-text-columns.aligncenter{display:flex}.wp-block-text-columns .wp-block-column{margin:0 1em;padding:0}.wp-block-text-columns .wp-block-column:first-child{margin-left:0}.wp-block-text-columns .wp-block-column:last-child{margin-right:0}.wp-block-text-columns.columns-2 .wp-block-column{width:50%}.wp-block-text-columns.columns-3 .wp-block-column{width:33.33333%}.wp-block-text-columns.columns-4 .wp-block-column{width:25%}pre.wp-block-verse{overflow:auto;white-space:pre-wrap}:where(pre.wp-block-verse){font-family:inherit}.wp-block-video{box-sizing:border-box}.wp-block-video video{vertical-align:middle;width:100%}@supports (position:sticky){.wp-block-video [poster]{object-fit:cover}}.wp-block-video.aligncenter{text-align:center}.wp-block-video figcaption{margin-bottom:1em;margin-top:.5em}.editor-styles-wrapper,.entry-content{counter-reset:footnotes}a[data-fn].fn{counter-increment:footnotes;display:inline-flex;font-size:smaller;text-decoration:none;text-indent:-9999999px;vertical-align:super}a[data-fn].fn:after{content:"[" counter(footnotes) "]";float:left;text-indent:0}.wp-element-button{cursor:pointer}:root{--wp--preset--font-size--normal:16px;--wp--preset--font-size--huge:42px}:root .has-very-light-gray-background-color{background-color:#eee}:root .has-very-dark-gray-background-color{background-color:#313131}:root .has-very-light-gray-color{color:#eee}:root .has-very-dark-gray-color{color:#313131}:root .has-vivid-green-cyan-to-vivid-cyan-blue-gradient-background{background:linear-gradient(135deg,#00d084,#0693e3)}:root .has-purple-crush-gradient-background{background:linear-gradient(135deg,#34e2e4,#4721fb 50%,#ab1dfe)}:root .has-hazy-dawn-gradient-background{background:linear-gradient(135deg,#faaca8,#dad0ec)}:root .has-subdued-olive-gradient-background{background:linear-gradient(135deg,#fafae1,#67a671)}:root .has-atomic-cream-gradient-background{background:linear-gradient(135deg,#fdd79a,#004a59)}:root .has-nightshade-gradient-background{background:linear-gradient(135deg,#330968,#31cdcf)}:root .has-midnight-gradient-background{background:linear-gradient(135deg,#020381,#2874fc)}.has-regular-font-size{font-size:1em}.has-larger-font-size{font-size:2.625em}.has-normal-font-size{font-size:var(--wp--preset--font-size--normal)}.has-huge-font-size{font-size:var(--wp--preset--font-size--huge)}.has-text-align-center{text-align:center}.has-text-align-left{text-align:left}.has-text-align-right{text-align:right}#end-resizable-editor-section{display:none}.aligncenter{clear:both}.items-justified-left{justify-content:flex-start}.items-justified-center{justify-content:center}.items-justified-right{justify-content:flex-end}.items-justified-space-between{justify-content:space-between}.screen-reader-text{border:0;clip:rect(1px,1px,1px,1px);-webkit-clip-path:inset(50%);clip-path:inset(50%);height:1px;margin:-1px;overflow:hidden;padding:0;position:absolute;width:1px;word-wrap:normal!important}.screen-reader-text:focus{background-color:#ddd;clip:auto!important;-webkit-clip-path:none;clip-path:none;color:#444;display:block;font-size:1em;height:auto;left:5px;line-height:normal;padding:15px 23px 14px;text-decoration:none;top:5px;width:auto;z-index:100000}html :where(.has-border-color){border-style:solid}html :where([style*=border-top-color]){border-top-style:solid}html :where([style*=border-right-color]){border-right-style:solid}html :where([style*=border-bottom-color]){border-bottom-style:solid}html :where([style*=border-left-color]){border-left-style:solid}html :where([style*=border-width]){border-style:solid}html :where([style*=border-top-width]){border-top-style:solid}html :where([style*=border-right-width]){border-right-style:solid}html :where([style*=border-bottom-width]){border-bottom-style:solid}html :where([style*=border-left-width]){border-left-style:solid}html :where(img[class*=wp-image-]){height:auto;max-width:100%}:where(figure){margin:0 0 1em}html :where(.is-position-sticky){--wp-admin--admin-bar--position-offset:var(--wp-admin--admin-bar--height,0)}@media screen and (max-width:600px){html :where(.is-position-sticky){--wp-admin--admin-bar--position-offset:0}}.wpcf7 .screen-reader-response{position:absolute;overflow:hidden;clip:rect(1px,1px,1px,1px);clip-path:inset(50%);height:1px;width:1px;margin:-1px;padding:0;border:0;word-wrap:normal!important}.wpcf7 form .wpcf7-response-output{margin:2em .5em 1em;padding:.2em 1em;border:2px solid #00a0d2}.wpcf7 form.init .wpcf7-response-output,.wpcf7 form.resetting .wpcf7-response-output,.wpcf7 form.submitting .wpcf7-response-output{display:none}.wpcf7 form.sent .wpcf7-response-output{border-color:#46b450}.wpcf7 form.failed .wpcf7-response-output,.wpcf7 form.aborted .wpcf7-response-output{border-color:#dc3232}.wpcf7 form.spam .wpcf7-response-output{border-color:#f56e28}.wpcf7 form.invalid .wpcf7-response-output,.wpcf7 form.unaccepted .wpcf7-response-output,.wpcf7 form.payment-required .wpcf7-response-output{border-color:#ffb900}.wpcf7-form-control-wrap{position:relative}.wpcf7-not-valid-tip{color:#dc3232;font-size:1em;font-weight:400;display:block}.use-floating-validation-tip .wpcf7-not-valid-tip{position:relative;top:-2ex;left:1em;z-index:100;border:1px solid #dc3232;background:#fff;padding:.2em .8em;width:24em}.wpcf7-list-item{display:inline-block;margin:0 0 0 1em}.wpcf7-list-item-label:before,.wpcf7-list-item-label:after{content:" "}.wpcf7-spinner{visibility:hidden;display:inline-block;background-color:#23282d;opacity:.75;width:24px;height:24px;border:none;border-radius:100%;padding:0;margin:0 24px;position:relative}form.submitting .wpcf7-spinner{visibility:visible}.wpcf7-spinner:before{content:'';position:absolute;background-color:#fbfbfc;top:4px;left:4px;width:6px;height:6px;border:none;border-radius:100%;transform-origin:8px 8px;animation-name:spin;animation-duration:1s;animation-timing-function:linear;animation-iteration-count:infinite}@media (prefers-reduced-motion:reduce){.wpcf7-spinner:before{animation-name:blink;animation-duration:2s}}@keyframes spin{from{transform:rotate(0deg)}to{transform:rotate(360deg)}}@keyframes blink{from{opacity:0}50%{opacity:1}to{opacity:0}}.wpcf7 [inert]{opacity:.5}.wpcf7 input[type="file"]{cursor:pointer}.wpcf7 input[type="file"]:disabled{cursor:default}.wpcf7 .wpcf7-submit:disabled{cursor:not-allowed}.wpcf7 input[type="url"],.wpcf7 input[type="email"],.wpcf7 input[type="tel"]{direction:ltr}.wpcf7-reflection>output{display:list-item;list-style:none}.wpcf7-reflection>output[hidden]{display:none}
新人の営業研修で押さえたい!売れる営業を育てる基礎と5つのポイント|HRドクター|株式会社ジェイック 新人の営業研修で押さえたい!売れる営業を育てる基礎と5つのポイント
更新:2023/12/22
作成:2020/12/25
IT系のマーケティング技術がどれだけ進化しても、直接の顧客接点となる営業の重要性が下がることはありません。顧客接点でこそ、業績が生み出され、顧客のニーズや要望を拾うことが出来るのです。
また、単純なサービスであればオンライン上で購買されることが増えてきたからこそ、営業が介在する必要があるのは高額商材や無形サービスであり、営業の難易度と重要性は高まっています。
そんな営業職を育てるために行なわれるのが営業研修です。営業は商談同席などのOJTで学ぶことも多いですが、体系的な知識や考え方を学べる営業研修も不可欠です。
本記事では効果的な営業研修を行なうための5つのポイントを詳しく紹介します。新人を営業として育成するようであれば、ぜひ参考にしてください。
<目次>
売れる営業を育てる基礎:営業の価値と役割
売れる営業を育てるにあたって、一番の基礎となるのは何でしょうか。それは、営業の仕事の存在意義や価値を伝えることです。営業に関する知識も経験も少ない新人は、そもそも営業という仕事に対して大きな誤解を抱いていることも少なくありません。
例えば、「営業は強引な売り込みをする仕事だ」と思っている人もいます。このような誤った思い込みを解除して、自分たちが取り組む「営業という仕事の価値」を理解してもらうことが重要です。
研修やワークショップ、先輩等の話を通じて、「営業という仕事の価値」への認識をしっかりと作りましょう。認識が出来たうえで、新人向けの営業研修で伝えたい5つのポイントを紹介します。
ポイント① 営業活動のフレームワーク
営業研修を実りあるものにするには、営業活動の全体像と共通言語を教えることが重要です。営業活動のフレームワークを教えることは営業研修のプログラムに必ず盛り込みましょう。
アポ取り・訪問・アイスブレイク・ヒアリング・提案・懸念対応・テストクロージングなど、自社が営業活動において採用している基本的なフレームワーク(セールスステップ)を浸透させます。
フレームワークは、大きくは下記の2つに分けられるでしょう。
1 広い意味での営業活動全体のプロセス
リード(見込み客)創出 ⇒ 商談 ⇒ 案件化 ⇒ 受注 ⇒ 利用 ⇒ リピート2 狭い意味での営業活動(商談)
アイスブレイク ⇒ ヒアリング ⇒ 提案 ⇒ テストクロージング ⇒ クロージング
新人はフレームワークを知ることで、今後取り組む業務の全体像が見えてきます。全体像を理解することで、各ステップで必要なノウハウを学ぶうえでの吸収率が良くなりますし、OJT等においても「自分がどこまで出来ているか?」「あと何を出来るようになる必要があるか?」「どこが課題か?」等を理解しやすくなります。
ポイント② 顧客心理や購買プロセス
狭い意味での営業活動(商談)を前に進めるうえで、必ず押さえておきたいのが顧客心理や購買プロセスです。
代表的な顧客心理と購買確度の判定メソッドを2つご紹介します。下記の2つである必要はありませんが、営業活動全体のフレームワークと同じように顧客心理や購買プロセスに関するフレームワークが共通言語としてあると育成しやすくなります。
4つの不
「4つの不」とは、営業を受けている顧客の多くが抱く心理です。
- 不信 : この企業、この相手を信じていいのか?
- 不要 : 本当にこの課題を解決する・願望を実現することは必要なのか?
- 不適 : この商品が問題の解決・願望の実現にとって、自分にとって最適なのか?
- 不急 : いま、意思決定する必要があるのか?
上記4つの顧客心理は、「買わない理由」です。逆に言えば、「4つの不」をちゃんと取り除くことが出来れば、商談の成功率は高まります。
BANT+C判定
続いてご紹介するのは「BANT+C判定」です。BANT+Cとは、営業でヒアリングすべき5項目を指します。
- B(Budget:予算)
- A(Authority:決裁権)
- N(Need:必要性)
- T(Timeframe:導入時期)
- C(Competitor:競合)
5つの項目は、営業において受注の成否を決める項目です。
相手に必要な予算がなければ受注は出来ませんし、決裁者を把握しないまま営業を進めるのは非効率的です。相手が本当に商品・サービスを購入する必要性を感じているのか(情報収集や冷やかしではなく本気で購入を検討しているか)、購入のタイミングは決まっているのか、また、競合が存在するのかといった点を把握することが、受注の確度を高めます。
ポイント③ 商品・サービスのベネフィットと商品知識
営業活動を行なうにあたっては、自社商品・サービスのベネフィットや特徴を理解させることが必須です。とくにベネフィットの考え方を知っているかは、ヒアリングと提案の質を左右しますので、新人の営業研修では必ず教えたい概念です。
営業活動を行なううえでは、顧客が欲しいものは、商品・サービスではなく、それによってもたらされるベネフィット(便益)であるということを知っておく必要があります。
経営学者であるドラッカーは、ベネフィットを解説する言葉として、『顧客が欲しいものはドリルではない。穴である』と言っています。顧客は「ドリル」という商品・サービスが欲しいわけではなく、「ドリルによって得られる穴(=ベネフィット)」が欲しいというわけです。
ベネフィットの考え方が浸透すると、営業がヒアリングすべきもの、提案すべきことが理解できるようになります。
営業がヒアリングすべきことは、「どんなドリルが欲しいか?」ではなく、「どんな穴が欲しいのか?」「何のために穴が欲しいのか?」「なぜ穴が必要なのか?」「どんな状況で穴をあけるのか?」「誰が穴をあけるのか?」といったことです。
そして、提案も「このドリルは素晴らしいんです」ではなく、「お客様が欲しい穴をあけるためには、このドリルが最適です」というものになるでしょう。
新人向けの営業研修では、ベネフィットの考え方を理解させたうえで、自社商品・サービスのベネフィットを講義、ワークショップ等を通じて整理していきましょう。そして、ヒアリング、商品・サービス説明のロールプレイングを繰り返して、実際に使えるようにトレーニングしていきましょう。
もちろん、ベネフィットが実現する根拠として、自社・商品サービスの特徴や機能、性能について知識をインプットすることも必要です。
ポイント④ 各ステップで必要なスキルとテクニック
営業活動の全体像や考え方を伝えたうえで、営業活動に活用できるテクニックを伝えていきます。
営業に役立つテクニックはたくさんありますが、一例として「ザイアンスの法則」と「チャルディーニの法則」を紹介します。他にもプレゼンテーション技法やアイスブレイキング、信頼関係(ラポール)の形成なども営業に役立つテクニックです。
スキルやテクニックは重要ですが、全体像やベネフィットの考え方を理解しないと、「テクニックだけ」になり、大きな成果は上がりません。基盤になる考え方をしっかりと浸透させたうえでテクニックを教えましょう。
ザイアンスの法則
「ザイアンスの法則」は「単純接触効果」とも呼ばれる概念で、心理学者ロバート・ザイアンスによって提唱されたものです。
ザイアンスの法則は、
- 人は知らない人には、攻撃的・冷淡になる
- 会えば会うほど、警戒心が薄れ、好感を持ちやすくなる
- 相手の人間的な側面を知ると、感情的な結びつきがより強くなる
というものです。
営業活動の中で新たな顧客と信頼関係を築くには、一定の時間がかかりますが、ザイアンスの法則を応用すれば信頼関係を築きやすくなります。
例えば、訪問前後にメールや手紙等で事前連絡や御礼を送ることは接触頻度を高める効果があります。また、オンライン営業であれば、プロフィールや趣味、経歴等が書かれたプロフィールURLを事前に送付することが非常に効果的です。SNS等で繋がることも接触頻度を高めやすくなるでしょう。
チャルディーニの法則
「チャルディーニの法則」は、社会心理学者ロバート・B・チャルディーニが提唱した行動心理の法則です。以下6つの心理を理解してうまく活用すると、営業活動の成功率が高まるでしょう。
1.「返報性」
人は親切を受けるとお返しをしなくてはならないと思う心理が働く。まず相手の要望を受け入れたり、相手の役に立ったりすることで、自分の要望も受け入れてもらいやすくなる。
2.「一貫性」
人は自らの言動に一貫性を持たせようとする心理が働く。例えば、「人材育成に力を入れるべきだ」という合意を取ると、「教育投資をすること」に対しても肯定的な返事をもらいやすくなる。
3.「社会的証明」
人は物事について、当事者の発言よりも第三者の評価のほうが信じられるものだと感じる。従って、表彰された実績を見せたり、第三者による顧客満足度の調査結果、顧客の声などを活用したりすると商品・サービスの品質が信頼されやすい。
4.「好意」
人は親密な関係にある人物や友好的な人物からの依頼は引き受けたくなる心理が働く。顧客とのあいだに人間関係を築くことが重要である。
5.「権威」
自分より目上の人物のアドバイスや知識は価値あるものだと感じて、従いたくなる心理が働く。商品・サービスの知名度や自分の資格、専門性などを示すことが有効に働く。
6.「希少性」
人には希少なものは欲しくなる心理が働く。貴重なチャンスであること、購入できる機会や期日が残り少ないことをアピールすると有効なケースがある(期間限定のキャンペーンや限定○社など)
営業力を鍛えるロールプレイング
プレゼンテーションなどの技術以外にも、ザイアンスの法則やチャルディーニの法則のような心理学や行動心理に関する知識は、営業活動に有効に活かせます。
ただし、こうしたスキルやテクニックを実際の営業活動の中で実践できるようになるには、知識のインプットだけでなく、アウトプットできるようにする必要があります。アウトプットの手段としては、ロールプレイングを繰り返すことが非常に有効です。
「営業が強い」と言われる企業では、大半がロールプレイングの文化を持っており、入社1~3年間ぐらいは徹底してロールプレイングを行なっています。ロールプレイングのポイントについては、次の章で紹介します。
ポイント⑤ 営業計画の作り方
コンスタントに営業成績を上げるには、①~④で紹介した営業力に加えて、「売上目標を達成するためにはどれくらいの訪問件数や提案件数が必要か?」と、ゴールから逆算して営業計画を立てる能力が大切です。
営業計画の作成と運用は比較的シンプルですので、研修内で全体像を理解させたうえで、OJTでトレーニングしていきましょう。
営業計画の作成は、KPIマネジメント(プロセス指標を使った先行管理)の最も基本的なものであり、以下のように目標を分解することが多いでしょう。
- 売上合計 = 新規顧客の売上 + 既存顧客の売上
- 売上 = 受注件数 × 受注単価
- 受注単価 = 商談数 × 受注率
- 商談数 = 架電数 × 通電率 × アポイント率 (テレマーケティングの場合)
営業の場合、キーになるプロセスは「商談」です。商談の「質」を高めるものが、ここまで紹介したような営業の考え方やスキル、テクニックです。そして、商談の「数」を確保することが、営業計画の作成と実施、とくに商談の手前に来るプロセスや活動量に対するマネジメントです。
コンスタントに成果を残すためには営業計画の考え方を理解して実践することが大切ですし、営業リーダーとなって後輩や部下の指導を行なったり、チームの成果をマネジメントしたりするには、営業計画の作成とKPIマネジメントが不可欠です。新人の頃からトレーニングしていきましょう。
営業研修におけるロープレと実践の重要性
繰り返しになりますが、経験のない新人を営業として鍛えるうえでは、ロールプレイングが非常に有効です。インプットした知識を実際の営業活動で使えるようにするのがロールプレイングです。
営業育成がうまい企業では、ロールプレイングが新人教育の中に組み込まれています。新人研修時はもちろん、1~3年ぐらいは1週間に1回のロールプレイング研修があったり、四半期などに1回、ロールプレイング大会が行なわれたりします。
下記にロールプレイングを効果的にするためのポイントを3つご紹介します。
事前設定
ロールプレイングの効果を得るためには、事前設定が重要です。運営側はロールプレイングの顧客設定をしっかり準備しましょう。また、新人の営業研修として行なう場合には、営業プロセスを細かく分解して、それぞれのプロセスに特化したロールプレイングを行なうことがおすすめです。
商談全体のロールプレイングをやると時間がかかり高頻度で実施しづらくなります。また、フィードバックが多くなりすぎ、新人が受け止めきれなくなります。
テレマーケティングの受付突破、接続後のトーク、商談のアイスブレイキング、企業紹介、ヒアリング、サービス案内、テストクロージングなど、営業プロセスを分解して焦点を絞ったロールプレイングがおすすめです。
真剣にやる
当たり前のことですが、ロールプレイングは真剣にやらないと効果が出ません。しかし、ロールプレイングは、顔見知りの社員を相手にするため、どうしても照れや甘えが出がちです。
「相手を顧客だと信じる」「100%真剣にやる」「本番と同じように最後までやり切る」といったルールを必ず確認して、緊張感を持たせましょう。
フィードバックの質
ロールプレイングの効果性は、フィードバックの質によって大きく変わります。フィードバックは、「良かった点を褒める」と共に、相手が受け止められる形で「優先度の高い改善点に絞り込んで的確にフィードバックする」ことが大事です。
新人同士でのロールプレイングも回数をこなすうえでは良いですが、的確なフィードバックを出来るベテランや講師を相手としたロールプレイングを行なうことも重要です。
ロールプレイングは行なうだけではなく、見ることでも学びがあります。講師が一人を相手にロールプレイングを実施したり、受講者の一人からロールプレイングを受けてフィードバックしたりする公開ロールプレイングもおすすめです。
ロールプレイングだけではなく、営業のノウハウが学べるおすすめの営業研修や研修の選び方は、以下の記事で紹介しているので参考にしてください。
まとめ
新人の営業研修を実施するうえでは、まず「営業」という仕事の価値をちゃんと理解させることが重要です。「営業≒押し売り」のような誤った認識やネガティブな印象を持っている新人も少なくありません。
また、営業研修では、「営業の価値」への認識をちゃんと持ってもらったうえで、下記5つのポイントを教えると効果的です。
- 営業活動のフレームワーク
- 顧客心理や購買プロセス
- 商品・サービスのベネフィットと知識
- 各ステップにおけるスキルとテクニック
- 営業計画の作り方
営業のスキルやテクニックは知識だけをインプットしても実践できません。ロールプレイングの場を多く設けて、営業の場で実践できるようにトレーニングしていきましょう。営業が強い会社では、ロールプレイングが文化として浸透しています。
マーケティングやEC等がどれだけ発展しても、直接の顧客接点となる営業の仕事は、業績を作り、顧客ニーズを拾う企業の最前線です。記事の内容を参考に、営業研修を通じて、新人を効果的に「成果を上げられる営業」へと育成してください。
HRドクターについて
運営企業
採用と社員教育のお役立ち資料
ジェイックの提供サービス