first, does the market need such products, and what are the general customer groups?
second, are there similar products abroad? Many of them were imported from China, but they may not have been imported yet.
third, if you offer such products, can people accept them? Is this product suitable for China people?
fourth, there is no such product on the market at present, or you haven't seen it, but in fact there have been such products before and you don't know it.
Of course, to understand a market, you should consider many things. It doesn't mean that if you haven't seen it, you won't have it. If you don't go in, you will surely succeed. Analyze why others don't push this kind of products into the market. (Of course, if this product is your invention patent, there won't be so many problems.)
Question 2: How to understand that developing new customers is the eternal theme of sales work for the whole market. Salespeople must try their best to find potential customers all the time like radar, and follow the awl spirit, go ahead bravely, and don't stop until they succeed.
1. Ways to develop new customers. (6)
(1) Establish new relationships. Excellent salesmen are not only good at using existing relationships, but also good at establishing new ones. I often attend hometown meetings, homecoming meetings, comrades-in-arms meetings, entrepreneurs' associations, high-level training courses, etc., and get to know one potential customer after another.
(2) chain introduction method. Let existing customers help you introduce new customers, which is known as the golden rule of salespeople. Excellent salesmen have more than one third of new customers recommended by existing customers. They all have friends with similar positions in the industry, and they can recommend a large number of new customers for salesmen. How to get existing customers to recommend new customers for you? The key is that business personnel should satisfy existing customers, establish their own personal brand image, and make them feel that you are a good person, so that customers will be willing to recommend new customers for you.
(When using the chain introduction method, salesmen should find influential and authoritative customers in the industry, and use them to find a large number of gold customers. )
(3) Go to the meeting to find customers. Salespeople can develop many new customers at various exhibitions, information exchange meetings, information conferences, order fairs, technical exchange meetings and other meetings.
(4) Cultivate insiders in the client units. They will let the business personnel know the demand information of the enterprise in time.
(5) data search method. Salespeople look for new customers by consulting all kinds of information, including the phone book (take out the phone book and call their friends next to each other, which may have unexpected gains. If you give your friends a proper commission, your friends will introduce friends or manufacturers with similar positions to you, and there may be opportunities for cooperation. The mutual recommendation function can not be ignored), professional books and newspapers, magazines, local newspapers, television, radio and street advertisements, etc., and the enterprises that appear on the carrier will be the key targets for collecting information. There are also those unknown manufacturers (who don't advertise and publicize). This needs to pay attention to the manufacturers around where they go.
(6) Network promotion. Posting your product information online can also attract some customers. In addition, some companies' purchasing information will also be published on the Internet, and the company's purchasing demand information can be found on the Internet.
2. Adequate preparatory work. (4: ) < P > The soldiers and horses have not moved, and the food and grass come first. Develop new customers, or fight unprepared. That is to say, as a salesperson, you should make full preparations in advance before making an appointment by phone or visiting your home. What should I prepare?
(1) be familiar with the company, products and related policies, and be clear about the development of the company, product process, practical benefits that products can bring to customers and their policies. Don't be ignorant or vague, otherwise, it will be difficult to gain the trust of customers during the negotiation.
(2) preparation of relevant materials, such as enterprise brochures, POP, relevant certificates, relevant media reports, internal publications of enterprises, business cards, etc. Proper preparation of these development "props" will help to show the image of enterprises and products and promote the smooth transition of the development process
(3) design of personal image. As a salesperson, it is necessary to know how to be polite, praise first, smile at the eyebrows, be neat in clothes, dignified in appearance, elegant in speech and decent in manners, which will make the early development "like a duck to water" and be greatly encouraged
(4) Draw up development steps and plans. Everything is established in advance, and it will be abandoned if it is not predicted. As a salesperson, we should be clear about the work content and sequence to be carried out in each step and link, the time to reach it, the participants, etc.
3. Positive mental state
1. Self-confident mentality. We should be full of challenges and opportunities for the work we are engaged in, and self-confidence is the "cornerstone" of successful development, and we are confident that we will not win. But if you don't have confidence, you will lose forever.
2. Positive attitude. If you look at the same thing with different attitudes, the result is not the same. Therefore, when you start your work, whether it is successful or not, you should have a normal and positive attitude and face all the difficulties you may encounter calmly. Only with a positive attitude can customers show you a smiling face about the transaction.
3. Dedicated attitude. We must have a professional attitude of never giving up, and we must also have the courage to never give up until we reach our goal. The success of many customers' development benefits from their perseverance and patience, as well as their persistence and professionalism.
4. Skilled negotiation skills < P > 1. The content of negotiation: the state of the enterprise ... > >
question 3: how to fully understand the market? Nowadays, marketing and market research are widely used in the field of end consumer goods, especially some fast-moving consumer goods, as well as the particularly hot real estate and automobile markets in recent years, mainly through the study of consumer consumption behavior, in order to further subdivide the market and adjust their products and services to meet the needs of consumers. However, few people pay attention to industrial intermediates, especially lack experience in how to do market research on industrial products, which is exactly a topic that this paper would like to teach.
the sales of any product are based on the market and guided by the marketing strategy. What is the basis of marketing strategy formulation? Market information. From the classification of market information, internal information is relatively easy to obtain, and it can be obtained from the sales statistics within the enterprise, but for external information, it is necessary to collect diversified information feedback. Therefore, the sales of industrial products are also inseparable from market research.
industrial products are facing downstream manufacturers and middlemen, which are very rational consumer groups; The mass consumer goods are faced with ordinary consumers like you and me, and they are the combination of many rationality and sensibility. Therefore, in the view of "customer-centered" modern marketing ideas, although both of them are influenced by certain macro-environment and are also threatened by competitors, their focus of investigation-customer survey is very different. In this case, how should industrial products do market research?
what information does a good marketing strategy need to support it? What information should be investigated in the formulation of actual industrial product marketing strategy? "Market capacity, market share, production capacity of major competitors, development trend of upstream and downstream, main factors affecting market fluctuation, etc." To sum up, it can be defined as the following four aspects:
First, the investigation of macro environment;
second, the survey of competition;
third, customer survey;
fourth, the investigation of product trading places.
1. Investigation of macro-environment
1. Investigation of macro-economic environment and natural environment. Any product is in a specific macroeconomic environment and natural environment. The economic environment includes current affairs, political environment, laws and regulations, such as the Second Gulf War, atypical pneumonia, GMP certification regulations, etc. The natural environment includes humanities, customs, geography, etc., such as "* * * people don't eat pork" and "Northeast people are generally tall" and so on. In actual marketing, only by sizing up the situation can we formulate feasible marketing strategies and tactics. Tsingtao beer entered Jinan three times, why did the first two times end in failure, because Jinan people's Baotuquan complex was not taken into account; In this SARS campaign, why are some enterprises able to foresee the SARS windfall early, while others have been slow to act, just because of the speed of market reaction within enterprises?
2. Investigation of macro market environment. Including industry market prospects, total market supply and total demand, supply and demand structure, industry equipment idle rate, profit-making enterprise ratio, overall profit rate or loss rate, industry sales expense ratio and so on.
1) the overall supply and demand situation of the industry. The total social supply is equal to the total social demand, but for a specific industry, its supply and demand situation reflects the degree of competition in this industry, which is an important basis for the listing of new products and industrial intervention.
2) supply and demand structure of products. Especially for some small enterprises, how to adjust the supply and demand structure of products in time and effectively, concentrate resources, and win the big with small ones, the role of market research is particularly important.
3) factors affecting the change of supply and demand in the industry. This is an important basis for studying the development trend of the whole industry and making correct market forecast. For example, for China's textile market, what impact will the cancellation of international quotas, the deepening of WTO and the further reduction of textile tariffs have on the textile industry?
second, the survey of competition
first, the survey of macro competition. Mainly refers to the current competition pattern, is it free competition or monopoly? Is it a multi-head monopoly or a competitive battle? Where is my coordinate point in this industry coordinate system? What kind of competitive goal and strategy should I choose in this position? Is it goal concentration, differentiation or low-cost leadership?
secondly, the survey of major competitors. Mainly investigate competitors' product status, technical status, price status, profitability and so on (as shown in the following table). In these investigations, we can set some quantifiable indicators, determine the weight of indicators, and then describe our strengths and weaknesses relative to competitors according to the comparison results of each indicator, so as to choose the correct market strategy.
competitor questionnaire
Thirdly, the investigation of potential competitors and substitutes. Based on the number and scale of potential competitors > >
question 4: how to understand the market demand and the industry prospect first, and determine the target market
determine the total number of target markets in a certain market segment among the total market population, which is the maximum limit of the number of potential customers and can be used to calculate the future or potential demand.
Second, determine the target market in the geographical area
Calculate the percentage of the target market in the total population, and then multiply this percentage by the total population in the geographical area to determine the number of target markets in this area.
Third, consider consumption restrictions
Consider whether the product has certain restrictions enough to reduce the number of target markets.
Fourth, calculate the average annual purchase quantity of each customer
From the purchase rate/purchase habit, the average annual purchase quantity of each customer can be calculated.
fifth, calculate the total number of similar products purchased each year
The total number of customers in the area can be calculated by multiplying the average number of people purchased each year.
sixth, calculate the average price of products
calculate the average price of products. Using a certain pricing method, the average price of the product is calculated.
seventh, calculate the total purchase amount
multiply the total purchase amount obtained in item 5 by the average price obtained in item 6 to calculate the total purchase amount.
Eighth, calculate the purchase amount of the enterprise
Multiply the market share of the enterprise by the total purchase amount in item 7, and then make appropriate adjustments according to the changes of the market share of the company and competitors in the last five years, so as to find out the purchase amount of the enterprise.
Ninth, other factors to be considered
Other factors related to product demand, such as: if the economic situation, population changes, consumer preferences and lifestyle have changed, we must analyze its impact on product demand. According to this information, we can objectively investigate the data obtained in item 8, and reasonably predict the potential purchase amount of the company in the total sales and the number of customers.
There are several factors to predict and judge the market prospect:
First, the current situation of similar products in the market, including brand, quality, price and added value of products.
second, the analysis of the current market competition of similar products mainly evaluates the current competition level and market space.
third, the comparison of cost performance, marketing methods, comprehensive advantages and similar products in the market.
fourth, two conclusions are drawn from the above three points: first, the living space of our products in the current market competition environment; Second, through what marketing methods can our products increase their market share?
question 5: how to get familiar with the market quickly? In the fast-moving consumer goods industry, the familiarity of the market is largely a sign that determines whether the market is successful. Whether it's a novice sales person or an experienced person, if they want to grow rapidly in FMCG industry or achieve the sales target, being familiar with the market is the basis for achieving this goal. After all, the sales industry is based on performance, and increasing sales in a short period of time means getting a higher commission, which has become the knowledge of many new sales people.
at the beginning of entering the industry, the new generation in the sales industry is usually led by the old salesman, that is, they run with the old salesman every day, which is a common practice in the industry. However, for those inexperienced or poorly established salesmen, it will take a long time to get familiar with the market without serious guidance. In the process of visiting the market, what new sales people see and hear may be just the tip of the iceberg. So, what aspects should we start from to quickly understand the market situation?
first, get to know your leaders or colleagues. In this market, after all, your superior leaders, such as regional directors and regional managers, have been operating this market for a long time and are familiar with the market. Sales representatives can get a general understanding of the market by communicating with superior leaders. Such as the weak market base, the basic information of dealers, the number of the second batch of suppliers, product structure, price system, competing product price system, competing product entry policy and so on. Of course, when you are just involved in a new industry, some industries have stricter requirements and lower expectations for newcomers' exercise. His answers to some questions are vague. At this time, don't give up for those motivated sales newcomers. You can discuss with your superior manager through your own observation and some opinions in the process of visiting the market.