Sales refers to the act of providing products to a third party by selling, leasing or any other means, including related auxiliary activities, such as advertising, promotion, exhibition, services, etc., to promote this behavior. Here are five strategies of sales skills for everyone. Welcome to refer to them!
Five strategies of sales skills 1 Say goodbye to the last love affair. Nowadays, under the environment of serious product homogeneity and excessive market competition, many brands have ushered in the era of low profit. Looking at the sales data and performance reports fed back by the market, many brand managers and marketing managers have a headache: advertisements no longer have surprising effects, and promotions no longer have extraordinary effects; The charm of the brand is increasingly weakened by competitors. What do we do? How do brands break through in the competitive era?
Strategy 1: adopt large-scale and OEM processing and production to achieve low-cost breakthrough.
Porter, a master of strategic management, once pointed out that "low cost, high difference and centralized strategy are three basic competitive strategies." Low cost is regarded as the first of the three basic competitive strategies by Porterie, which shows that it is very important for enterprises to control the total cost and keep the low cost level if they want to win in the market competition.
Therefore, in today's fierce market competition environment, it is undoubtedly the only way for enterprises to win low-cost competitive advantage to carry out large-scale production and strictly control the expenses of each link. With the reduction of raw material cost and various expenses, the total cost naturally decreases. The selling price of the product is also 10 yuan. If the cost is reduced from 5 yuan to 3 yuan now, enterprises can win more sales profits from the existing market share even if they can't open up new consumers and occupy new markets. Instead of processing, OEM directly reduces the investment cost of enterprises. Enterprises only need to pay lower processing costs, do not need to build factories, do not need to buy equipment, and do not need to hire workers, so that the cost of mass production is lower and the cost advantage can be won.
In the fierce competition in the chemical industry, the most important reason for the rapid rise of Diao brand washing powder in recent years is the implementation of the strategy of OEM production and nearby distribution. Because washing powder is a low value-added product, the production and transportation costs account for more than 90% of its ex-factory price. Therefore, this method adopted by Di 'ao brand washing powder skillfully controlled the total cost at the lowest point of the whole industry, and finally defeated others in the low-cost competition.
Strategy 2: Small profits but quick turnover to achieve low-cost breakthrough.
Today, with the increasing polarization between the rich and the poor, the differentiation of consumer groups has become more and more obvious. Looking around the market, high-end consumer groups only account for a small part of the huge consumer groups, and most of the consumer groups belong to the low-end consumer groups. Therefore, it is the knowledge of many brands and marketing managers to fully occupy the larger target market of middle and low-end consumer groups. According to our research for many years, brands with reliable quality and low price are favored by low-end consumers at any time. The average turnover index of consumer goods of this kind of products is 73% higher than that of ordinary products, which makes this kind of products win more advantages in the competition. Therefore, after grasping the market trends and consumption trends, launching products with lower prices and the same quality than competitors will surely win the favor of the majority of low-end consumer groups.
The reason why Galanz can rise rapidly in the home appliance industry and become a pioneer in the industry is because of its astounding low price. In the pharmaceutical and health food industries, cheap pharmacies, which have flourished in the past two years, have become a dark horse in the pharmaceutical retail industry because they broke the deadlock of "high drug prices" first! In 2002, with the help of "Parent Revolution" and "White Paper on Cost", Oaks Air Conditioning, which takes parity as its strategy, exposed the speculation of the old price in the air conditioning industry, and at the same time drastically reduced the price, thus establishing a brand image of low price and high quality in the hearts of consumers. At the end of air conditioning in 2002, Oaks Air Conditioning suddenly jumped from an unknown nobody in the industry to the fourth position in the industry, and its sales directly pointed to the big names in Gree, Midea and other industries.
Strategy 3: Provide better service by extending sales service.
For some durable consumer goods, such as refrigerators, washing machines, televisions, cars and so on. Because the market of these industries is very mature, technology can hardly form the threshold of competition. Therefore, the "software" of products such as services and brands has become very important. How to provide your target consumers with satisfactory pre-sale, in-sale and after-sale services, so that they can get more and more unique brand psychological satisfaction and protection, is becoming more and more important in today's durable consumer goods market! "1 hour quick door-to-door service", "24-hour uninterrupted technical support", "door-to-door service" and so on. Services that many enterprises previously thought impossible or even absurd are being widely used in many industries and fields by some companies. The successful experience of many well-known brands tells us that these brands not only gain extraordinary brand reputation, but also gain more consumer popularity and purchase, occupy more market share and win more sales by providing high-quality marketing services!
Haier has always been an excellent brand in the electrical appliance industry, which is inseparable from its service spirit of "sincerity to eternity". We have done a survey and asked consumers why they want to buy Haier's air conditioner instead of other brands with lower prices. 80% of consumers answered because of its perfect pre-sale, in-sale and after-sale services. This shows that, in addition to price, brand and other factors, sometimes enterprises can really get "God"-like service and avoid worries, which is also an important basis for consumers to make purchase decisions!
Strategy 4: Technological innovation to achieve continuous introduction of new products to break through.
"Love the new and hate the old, look at things differently and think differently" has always been the consumption nature of consumers. No one wants to wear an outdated coat forever and eat the same food for several days in a row. People always like to have some new changes in their life and consumption, and get better enjoyment and different experiences. Looking at the fashionable goods refurbished every season in the market, it is not difficult to see the consumer's consumption complex and psychology. Therefore, in today's increasingly fierce competition, for some products that are closely related to consumers' daily lives, it is entirely possible to attract consumers' attention and urge them to buy by increasing R&D investment, constantly carrying out technological innovation and launching new products, so as to achieve their own breakthroughs in the competition.
Bird, a domestic mobile phone brand, used to be an unknown brand, but in recent years, Bird has grasped the popular trend of the domestic communication market and constantly introduced new products with lower prices in line with the fashion trend. As a result, it has been enthusiastically sought after by consumers in the second and third tier markets, and its sales volume has soared, becoming the first brand of domestic mobile phones!
The reason why Procter & Gamble, the world's daily chemical giant, can compete in the China market in recent years is that it has been constantly innovating to meet the needs of consumers at different levels. In order to maintain its competitive advantage, P&G not only launched different new brands that can meet the needs of different core consumers, but also constantly updated and launched a series of different products on a single brand. Take Rejoice as an example. Rejoice is the first product launched by P&G in China. According to the general law of the domestic market, this product has entered the market for so many years and should have been eliminated long ago. But why is Rejoice still selling so well today? The reason is that Procter & Gamble keeps up with the market trend, and at the same time, it has launched a series of new compliance with elegance and flexibility as its main appeal and other auxiliary functions. Through this innovation, it not only meets the new needs of old customers, but also satisfies the psychology of "innovation" of new customers. In this way, consumers feel that Rejoice is never an outdated brand, but a young brand.
Strategy 5: Take high market share and exposure as the industry leader to break through.
Compared with western countries, China's consumption behavior is obviously influenced by groups. Therefore, China people have the mentality of "seeking common ground while reserving differences and following the trend" in consumption, paying more attention to other people's views and opinions, and paying more attention to the social group effect of personal consumption. In consumption, when you really make your own judgment, you often buy what you want according to what others buy. Therefore, in the China market, there will often be some consumption booms in the short term, which will lead to the pursuit of a certain product!
Therefore, in view of this situation, in the fierce market competition, qualified enterprises can make full use of consumers' consumption psychology and try their best to expand their market share and exposure, thus forming the recognition of industry leaders in consumers' hearts. Once established as an industry leader, when consumers go to the terminal to buy similar products, the first thing that comes to mind is your brand. So, at that time, it will be very difficult for your brand not to succeed.
Sichuan Changhong was originally an unknown local brand in the home appliance industry, and its product sales have not been able to go out of the province. However, in the face of fierce competition, Changhong successively put its own advertisements on CCTV with the slogan "Revitalize national industries and build national brands!" Banners are like an industry leader shouting loudly. However, Changhong's cry seemed to really wake up the sleeping Chinese people and immediately attracted the attention of many news media, so it was widely publicized. As a result, after this "internal cooperation" spread, Changhong suddenly became a leading brand of domestic color TV plus, and buyers flocked to it! So Changhong not only achieved a breakthrough in the competition, but also successfully realized the transformation from a local brand to a national brand.
Five strategies of sales skills 2 World Entrepreneurship Lab-News When a startup company is slowly on the right track, there is no doubt that entrepreneurs will face more traditional sales problems, that is, how to persuade customers to buy your products. If we are more optimistic, let's say that you have worked very hard to promote the company's business philosophy and successfully let one or two sales experts join the company's board of directors. But in any case, marketing experts believe that entrepreneurs should be aware of the following five sales skills and strategies.
First, forget the products you sell.
Roberts believes that this most unexpected suggestion not only makes it difficult for any marketing expert to accept, but also puzzles entrepreneurs. Roberts said: "I found that entrepreneurs can't wait to promote their products. For entrepreneurs, they have developed these products or services, and they share the same fate with these products or services, so pride arises spontaneously. " Although this pride is understandable, entrepreneurs can't use it as a powerful weapon in the marketing process.
Roberts said: "The reality is that customers are becoming more and more picky. They know more about market competition than before. Therefore, the way entrepreneurs brag about their products can be described as a bad start. " On the contrary, in order to master the sales strategy, entrepreneurs must first think about the development prospects and specific market demand of their own industries. Roberts said: "What every customer really wants is to get help." If entrepreneurs recognize the needs of customers and meet them, they can become problem solvers, not sellers. It will be better if your products meet the needs of customers. Roberts emphasized that the relationship between entrepreneurs and customers is very important in the sales process.
Second, continue to recommend strategies.
JamesBerkeley, an expert in business management consulting, believes that entrepreneurs should continue to make recommendation plans for their products regardless of whether they will make corresponding arrangements in their weekly schedules or Outlook mailboxes. Berkeley estimates that more than 80% of all his current clients are recommended by others. Although this kind of introduction has become a common phenomenon, it is very important whether it can be put into practice. Berkeley said, "Let's start with 12 potential cooperation relationships that you think are most likely to establish." Whether these people are past or present customers, former colleagues, personal friends or business friends, they should be your product recommenders. Next step: "Find out who these people are, their company's best customers, whose opinions these customers will listen to, and whose professional or personal reference circle can match your professional advantages and would like to meet you."
Once you have sorted out this clue (the recommender you are most willing to accept), you can prepare accordingly. Berkeley believes that strategies can be flexibly mastered according to specific situations, but generally speaking, entrepreneurs should interview referees. Berkeley said, "You should ask questions in person at the next meeting, or you will fail." He also believes that under no circumstances should e-mail be used for communication under such circumstances.
Third, there is no reserved phone ... at least be prepared.
The so-called "Coldcalling", that is, "smile dialing"-make as many calls as possible in order to accidentally reach a big deal with one of the customers. It's just that this doesn't always work. Nowadays, salespeople think that the era of "no appointment call" marketing has become a thing of the past. Roberts said: "It's out of date not to make an appointment. But uninvited sales activities are still effective. " Compared with the telephone without reservation, salespeople have been able to use modern technology to find potential trading partners in advance, and then make every call become a "hotline", or at least have a "warm" mood. Roberts said: "The goal is to make this kind of call a' hot topic', which requires us to understand the specific needs of potential customers first."
Roberts said that a large number of entrepreneurs will be at a loss in the initial stage of sales, such as finding potential investors, recruiting new employees or developing new customers. In this way, these entrepreneurs will "grab their eyebrows and beards", giving people a feeling of despair, vacillation and inattention. In this case, entrepreneurs should first do some preliminary research, which can be done from two aspects: first, understand the development prospects of their industries; The second is to think about whether these prospects are suitable for our company to continue to engage in related business.
Fourth, find "hot spots"
Osinski once expounded the so-called "hotbutton" sales concept in classroom teaching. Osinski stood in the middle of the classroom with a water bottle in his hand, saying that he could sell it to the outside world. For every student who is willing to buy a water bottle, Osinski asks them to tell the reason. The first student said, "Water bottles can be recycled." The second student said, "Because I am thirsty." The third student said, "This bottle is very nice." Different reasons given by different people for buying the same product or service are the "hot spots" of these people, which is what they call "pain points". The mission of every salesperson is to find these "hot spots" of customers.
Roberts' advice is not to use the sales force first, but to ask yourself some questions in advance. Osinski has gone further in this respect: it should find the "hot spots" of customers. Osinski said: "This is actually to maintain the balance between opening and closing. If you ask closed questions, you can make them feel relaxed, while open questions are conducive to expressing their true wishes. "
Fifth, expand the communication network.
Through the communication network, sales experts can quickly obtain interpersonal credit; For entrepreneurs, these credits usually bring in income. But Roberts pointed out that although entrepreneurs are also proficient in communication (such as attending various company opening ribbon-cutting and party activities). ), they are often reluctant to go out of their fixed circle. In other words, entrepreneurs often make friends with entrepreneurs. Although we are very happy together, this is not an area that entrepreneurs responsible for sales should focus on.
Roberts said: "Most entrepreneurs try to expand their business and brand influence in a small circle." He believes that unless you are a genius like mark zuckerberg, Bill Gates and michael dell, don't expect the company name or even your own name to be associated with the company's business development. Roberts said: "You must expand your communication network and extend your communication circle to other industries that need to use the products you developed." Roberts believes that it is very important to establish a wider communication network if entrepreneurs want their company's business to grow rapidly.
Five Strategies of Sales Skills 3 [Sales Skills] Five Sales Skills and Words 1
Sales Tip 1: Get your troops ready.
Sun Tzu's art of war says, don't fight unprepared battles. As for sales, the same is true. Many new promoters usually have a misunderstanding, thinking that sales are just a flow of words, but it is not the same thing at all. I remember that we trained for nearly a month, from product knowledge to fault analysis, from enterprise history to sales skills, and practiced every link repeatedly until we learned it backwards. At that time, our colleagues often joked with each other that we had all become robots. I remember that in order to debug the best music effect at that time, as long as there were no customers present, I devoted myself to the repeated experiment of one key at a time, which lasted for nearly a week and finally got my own satisfactory results.
Every time it's my turn to have a rest, I always like to visit various stores: First, investigate the market and be aware of it. Now customers always like to misinform promoters, where there are so many discounts and discounts. If you can't clearly understand these situations, you will be very passive when facing customers. Secondly, you can learn the skills of other promoters. Only by taking the strengths of each family can we forge an unbeaten golden body!
[Sales Skills] Five Sales Skills and Vocabulary 2
Sales tip 2: Pay attention to details
Now there are many books about promotion skills, which basically talk about the initiative and enthusiasm of promoters to treat customers. But in reality, many promoters can't understand its essence, thinking that enthusiasm means smiling all the time and taking the initiative in words. In fact, this is also wrong. Everything should be measured, and excessive enthusiasm will have a negative impact.
Enthusiasm can't be expressed simply by external expression. The key is to do it with heart. The so-called sincerity, the stone is open! Sneak into the night with the wind, moisten things quietly, the real sincerity is to think what customers think, meet their needs with the products of enterprises, and let them get benefits.
[Sales Skills] Five Sales Skills and Vocabulary 3
Sales tip 3: Take advantage of your advantages.
Sales is a process of integrating resources, and how to make rational use of various resources can not be underestimated for sales performance. As a promoter, this is equally important.
We often meet swindlers in the street, and generally have a role-commonly known as Tuo, whose important role is to set off the atmosphere. Of course, we can't do anything illegal, but can we get some inspiration from it? When I do promotion, I often use a very effective method, that is, playing with my colleagues. Especially for some customers who are very interested in buying, when we are stuck on price or other issues, I often ask the store manager for help. First, it shows that we really attach great importance to him, and the leaders have come forward. Second, it is more convenient to negotiate. As long as the leader gives him some benefits, customers will generally pay the bill, and the effect is very good! Of course, if the leader is absent, anyone can make a guest appearance on the leader temporarily. The key is to satisfy customers' vanity and bad habits of greed and petty gain.
[Sales Skills] Five sales skills and vocabulary four
Sales tip 4: Stop when you are ready.
What sales are most afraid of is dragging their feet, and they can't make a quick decision. According to my experience, the best time for customers to stay at the sales site is 5-7 minutes! Some promoters are not good at reading words and deeds, can't seize the opportunity to promote sales when customers are ready to buy, and still introduce products endlessly, which leads to sales failure. So we must keep in mind our mission, that is, to promote sales! Whether you launch a product or make other efforts, it is ultimately to sell the product. Therefore, as long as we reach the edge of sales, we should immediately adjust our thinking, brake urgently, and try to sign a contract. Once the opportunity is missed, it is more difficult to arouse the customer's desire again, which is also the most common mistake made by novices.
[Sales Skills] Five Sales Skills and Vocabulary Five
Sales tip 5: Give you a ride.
There is a saying in the sales field that the cost of developing a new customer is 27 times that of retaining an old customer! You know, old customers bring more business than you think. When I was a promoter, I paid great attention to maintaining good relations with customers who had already made deals, which also brought me rich returns. Actually, it is very simple to do. Just help him pack his bags carefully and bring a sincere farewell. If he is not very busy, he can even be sent to the elevator. Sometimes, some trivial actions will make customers very moved!
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