Quotation principle
First, recognition
The premise and basis of citation is recognition. This recognition includes the customer's recognition of the solution or product, the recognition of you and your company, the recognition of the problem solved by the solution or product, the recognition of the value and vision brought by the solution or product, and the implementation of service guarantee.
Without approval, the "quotation" stage will not be reached, at best, it will be in the "inquiry" stage. Without approval, it is too expensive to report to many customers. No agreement, no matter how low the price is, no customer will buy it for this price.
Second, expectations
The customer's purchase price is actually a psychological expectation, and it is also the degree of yearning for some expectation. This expectation is gradually established with the contact with sales, the cognition of the current situation and solutions, and the perception of the problems solved and the value brought, which is what we often call psychological price.
This expectation is not the quotation itself, but is gradually established with each visit, exchange, scheme explanation and communication. Because in these activities, we will intentionally or unintentionally disclose some information, including calculating economic benefits and later investment returns, in order to help customers establish this expectation.
Third, the situation
The price is not fixed, as the case may be. Different customers, different projects, different business strategies and different competition situations will lead to different prices. The stage of some projects, the urgency of customers and the competition will all affect the quotation.
For example, some benchmark projects, the price must be stuck in a certain standard, otherwise there will be a series of customers staring. This is too low, so what shall we do in the future? Unconventional strategies, including price strategies, may also be used to spy on competitors' websites or projects, but we should find a good explanation and reason for this.
Fourth, reference
When quoting to customers, you must provide reference. With price reference, customers will feel more "practical", otherwise customers will feel that they are standing on the edge of a cliff when facing the price. This is a kind of "mirror psychology" and "conformity psychology" of people.
For example, it's like I can't make every order10 million, but other customers won't pay10 million without that10 million. Therefore, some people say that strategic model customers are actually "childcare" invited by businesses. I agree that this is just psychological child care to give customers a sense of security. At the same time, the analogy is often used in the quotation, "Who is close to you, whose scale is smaller than yours, and how much they spend on the same project scope", which is also providing reference for customers. It is easier for customers to accept the analogy with familiar or familiar enterprises around them.
Verb (short for verb) logic
The purpose of quotation is to make the other party accept it. The price is based on the previously known demand, the proposed scheme and the expected value, which is beneficial to the later business negotiation. Therefore, the quotation should be as logical and rigorous as the previous plan. Which part is how much money, why so much money, why there is more here and less there, and why it is such a structure and proportion, must have strict logical support. This logic may come from the characteristics, difficulty or complexity of the project task itself, or it may come from some methodology. In short, it must be logical. It's like evidence in court. Once the evidence is broken and caught by the other side, the whole defense will become very difficult.
Differences of intransitive verbs
No one wants to be exactly like others, including the quotation. First of all, the quotation for a customer should be different from other enterprises, because there are no two identical enterprises in the world. What's more, organizations, businesses, processes and people are different. Especially in the software industry, every quotation is different from other enterprises, which is reasonable.
In addition to the differences with other projects, some projects can be quoted at two prices. Because customers who quote one price will pay attention to "why so much money", while customers who quote two prices will pay attention to the differences, "What's the difference between these two", "What's the difference between these two quotations" and "Why is this higher than that". Once customers notice the differences, they may have accepted one of them in their hearts. In addition, when customers know that there are low prices to choose from, they tend to choose higher prices. If you don't believe me, think about repairing cars, buying decoration materials and changing mobile phone accessories. As long as the economy allows, you will buy the "better" one, won't you?
Seven. reason
Regardless of the price, as long as the reasons are sufficient, customers can accept it, and even find their own reasons to convince themselves. Customers make decisions because of "reasons for buying", not the scheme or the product itself. Reasons why customers need to accept the price. Although these reasons may come from your own personal motives, ideas or standards, you must find reasonable superficial reasons to convince others to agree and convince yourself to accept them. Therefore, no matter what price is quoted, there must be some reasons to support it.
For example, ask the customer, "According to what I just said, if a similar situation happens, how much will the company lose in one month?" "Are you willing to use your losses for three months, six months and one year to make a system to avoid these losses?" "And once the system is online, what is your rate of return after three years?" These reasons are not enough, but also for every module, every function, every site, everyone, every day when the service fee is implemented, there must be sufficient reasons to explain that value for money is necessary!
According to these quotation principles, some quotation strategies can be skillfully used. A good quotation strategy can not only quote a reasonable and profitable price, but also lay a good foundation for later business negotiations.
Quoting strategy
First, strike first.
If the communication is smooth in the early stage, customers will agree, especially when they go back to make plans after the inspection, they can say, "What are your investment considerations?" Use "investment" instead of "price" or "cost" because investment reminds people of return. The customer will say, "You must give us the biggest discount on the price!" " This is exactly what I want the other person to say, and then I will say, "Of course! We all want to make this project beautiful. We are all real people. Instead of entangled in the price for a long time, it is better to simply quote the best price, spend time and energy on the price, and consider how to do the project well! " Customers usually smile and nod frequently. Even so, customers will still make a counter-offer, which is determined by human nature. But I'm embarrassed to cut too hard, which is determined by empathy.
You can add, "Look, so-and-so and so-and-so next to them have done it. Everyone is too close to see. Sorry, I overestimated you, but sorry, I underestimated them. I can't be embarrassed at both ends, can I? " The price at this time has been locked in an interval. At the same time, I will say "we are not quite the same as them" or "we are older than them, and our business is more complicated. I will go back and make good preparations" and set up the expectations of customers by the way.
Second, dissect the sparrow.
Linking the quotation with every customer's goal, every specific business application, every service realization task, and even function nodes has one advantage, that is, it makes customers feel that there is no one to cut, and cutting which one means the lack of functions or the reduction of tasks, which are all confirmed in the previous communication. At this time, the customer's psychology is "everyone wants it, can it be cheaper?" Once you think so, you will take the initiative. Such a quotation is logical, reasonable and unusual (when the customer tries to remove a part).
Third, piecemeal.
Quotation is an organic whole, which is often composed of many items.
For example, when you buy a water heater, visit the electric mall, compare the prices of each water heater, and then choose the one with the most satisfactory cost performance. After I went home to install it, I found that the light fittings cost more than 100 yuan. Although you are unhappy, you suddenly realize that the original business can be like this when you hear the installer say that "machines don't make money, they all make money by installation and accessories"! Therefore, in the quotation, in addition to the product quotation and the implementation quotation, the training fee in implementation, the number of visits to the site by the group consultant, and even the transportation, accommodation and mobile phone fees during the consultant period are all quoted separately, so make the best use of them! And these odds and ends add up to 10% to 20% of the whole project quotation! After the quotation, the customer's eyes stay on the prices of those products, implementations and services, but turn a blind eye to these odds and ends of money. Even if it is really entangled by customers, it can also be used as a bargaining chip for concessions. This is more authentic than those who sell electrical appliances. At least they will tell customers in advance that "we will collect money".
Fourth, reserve space.
Under normal circumstances, it is necessary to reduce the price, or it is a necessary link in the internal procurement process of customers, or it is to save face for the key people of the other party, or to express their sincerity at a critical time, or as the last trembling psychological hint before signing the contract.
Therefore, the quotation should not only determine the overall quotation strategy and approximate price according to the situation, but also determine the target transaction price according to the customer's approval, and also consider which links, who should reserve space and how much. Imagine who you will talk to in the business negotiation after the quotation, which links will be reduced and which links will not be reduced, who will be firm on what reasons and how much. These are all things that need to be considered clearly and designed when quoting. Otherwise, the vice president of the other party came out and said, "Sign it if the price is right." If it falls, the general manager comes out and says, "How much more can it fall?" You had to go down again, and the chairman came out and said, "Can you go down again?" You must give the director the face he wants. Finally, the chairman's wife came out and said, "Cheap, not cheap, don't sign"?
Verb (abbreviation of verb) number strategy
The quantity of the quotation is very important. Numbers are a kind of psychological suggestion and a kind of subconscious transmission. The feeling at first sight is very important.
For example, 176 and 182 are similar, but people feel that 176 is much cheaper than 182, not as good as seven to eight. Besides, sales also believe in "seven ups and eight downs"!
Followed by mantissa, you can take 7 but try not to take 4, preferably 8 or 6; And 9 is a little clever, for example, 179 makes people think of 180 at a glance. Unless you want the other party to think that it is around 180, you will only quote numbers like 178, 179 or 18 1, 182. Try not to "enter five" but find the feeling of "four homes".
The numbers that make people feel smaller are 1, 2,4,6,7, and the numbers that make people feel bigger are 5,8,9. Although the number 3 is small, it looks like 8 and is homophonic, so it can be used less.
In fact, these quotation principles and strategies are "end" rather than "capital", and "capital" is the "recognition" and "trust" of our customers. With recognition and trust, the principles and strategies of these quotations are effective. Without trust, these are small moves in the eyes of customers, which makes customers even more disgusted.
Some people say that "quotation" is nothing more than robbery with a reasonable excuse, and "bargaining" is nothing more than gentle extortion. And "business negotiation" is just a farce in which all parties, BLACKPINK, appear, because everyone has a heart in mind!
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