1. Case study
A salesman who is good at grasping the psychology of users' needs can get twice the result with half the effort in product promotion. It can be said that a mature sales, coupled with a good and mature sales management system of the enterprise, can create the profit target that the enterprise craves. In other words, mature professional sales staff and good sales management = successful sales, both of which are indispensable, and the two sides always complement each other.
? Village? File record
A small consulting company, due to the needs of business development, wants to realize modern office and information management internally. While providing computers for each employee, it also sets up a local area network within the company. For this reason, the purchasing staff of the company consulted many famous dealers in Zhongguancun and got very similar and inappropriate solutions. A few weeks later, the sales of a small company got the order. After careful analysis of his success, we found that the reason was that when we visited customers, we found that the company had purchased computer products with different configurations and brands. He learned that these are all products purchased by the company at different times, and there is no problem in using them at present. Therefore, the sales staff think that the reason why the company's sales are always dissatisfied with the solution cannot lie in these machines. When I asked, I found that my guess was right. In order to save costs, the company hopes to make full use of existing machines. Knowing the real needs of customers, the salesperson can naturally get the order smoothly.
case analysis
Therefore, a sales person who is good at grasping the psychological needs of users can get twice the result with half the effort in product promotion. It can be said that mature professional sales staff and good sales management = successful sales, both of which are indispensable.
Question 1: What should we sell to users?
* Sales said: I don't sell!
Furniture, cosmetics, clothing, color TV
* Sales said: I sell! (Corresponding to the above product promotion concepts):
Harmonious family atmosphere and fashionable clothes bring charm and fashion, self-confidence, leisure life and entertainment.
Question 2: What exactly do users want?
* The user said: I don't want it! Computers, insurance savings, luxury cars, washing machines, cosmetics.
* The user said: I want it! (Choose the above products respectively to express the following psychology):
High-speed computing power and modern ideas, seeking safety, avoiding losses, comfortable, prominent position, more leisure and beautiful charm.
As can be seen from the above discussion, the most important point in the sales concept is to tap the real needs of consumers and provide them with practical solutions. In fact, with the development of society, the business philosophy of enterprises is also undergoing fundamental changes. It has taken a long time from the concept of production with industry as the core to the concepts of products, promotion (or sales), marketing and social marketing. Among them, sales concept and marketing concept are more representative in the current business concept. According to the marketing concept, the key to realize the organizer's goal is to correctly determine the demand and desire of the target market and convey the desire that the target market expects to meet more effectively and favorably than the competitors.
consultative selling
There is a huge difference between traditional promotion and modern marketing concept. Grasping this difference is an essential quality for every modern marketer.
1. The difference between traditional promotion and modern sales concept
In the marketing concept, there are many incisive expressions: discovering consumers' desires and satisfying them; Producing products that you can sell, instead of selling products that you can produce, and loving customers instead of products have a great impact on today's sales.
Fundamentally speaking, the concept of promotion focuses on the needs of sellers, while the concept of marketing focuses on the needs of buyers. Promotion is based on the needs of sellers, considering how to turn products into cash; Marketing, on the other hand, considers how to convey products and everything related to products through products and creativity to meet customers' needs. The starting point of marketing concept is the company's existing products, which need vigorous marketing and promotion to achieve favorable sales. The starting point of the marketing concept is the company's target customers, their needs and desires, how the company exemplifies and coordinates various activities that affect consumer satisfaction, and how the company gains profits by winning and maintaining customer satisfaction.
Question 3: What's the difference between traditional marketing concept and modern marketing concept?
2. Advantages of consultative selling
The starting point of consulting sales lies in the needs of customers, and the end point lies in the research, feedback and processing of customer information. This paper tries to explain the capital and information flow between enterprises and customers with two rings of logistics and information flow.
Phenomenon: At present, dealers only realize the function of material circulation in the sales process, that is, the circulation of the inner ring. Product promotion, advertising and other activities are promoted by manufacturers, and dealers have not played a role in them.
Discussion: In fact, dealers should play the role of a bridge between manufacturers and users, that is, to realize the effective transmission of the outer ring (information flow). These include: on the one hand, effectively transmitting manufacturer information to users; On the other hand, dealers, as the closest link to consumers in product circulation, know the needs of users best, and should effectively collect and feedback the needs of users before they can really participate in marketing. HP has added this to the training of dealers.
Question 4: What are the advantages of consultative selling?
Problems and discussions
Successful salespeople
A successful seller often has its own characteristics when recommending products to users. We divide sales into three realms: mastery? Surgery? That is, the skill of mastering the sales concept flexibly. For a salesperson who has just started to engage in sales work, the possible way is to imitate the practice of his predecessors and master the sales skill: perfect embodiment? Law? . In other words, the laws in the sales concept are successfully applied, and sales is a regular game, so mature sales often sum up the skills into rules and effectively combine them with the real background; What is the highest state? Tao? , that is, the so-called sales staff, apply the principle of being a man to sales and sincerely impress users. There is a practical case in the telecommunications industry. When a saleswoman got the demand information, she found that she got the information late, and the user had contacted many manufacturers before her. In order to impress this slightly rigid customer, the salesman made a full analysis of the customer's information and found that there was a very deep affection between the customer and his paralyzed wife. But because I need to shoulder the dual responsibilities of family and career at the same time in my daily life, I feel physically and mentally exhausted. After learning about this situation, the seller gave the customer a microwave oven in the name of the company, which satisfied the distress that the customer often could not go home to cook, made the customer very moved, and laid a good foundation for the cooperation between the two parties. Japanese who are good at selling have a classic saying: buying and selling is love. In today's society, contacts and people are not only material interests, but more importantly emotions. This is also the true meaning of marketing.
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