A student doing sales of laboratory equipment, a 1 million. Three months, ran all the hospitals in the city, visit after visit, the response is no demand, and now do not know how to communicate with customers.
1. Analysis: quality customer groups: A basic needs. B high-yield demand. C specialty hospitals. At the moment, we treat ourselves as a complete lack of the above needs, so what to do?
2. How to stimulate their own advantages? City survey of the company's situation, the company's largest sales volume of an industry, or the top 2 customers. Conduct a special study to find the law, which is the direction of our strengths.
3. At the same time to find the reasons for customers to buy, what benefits to the public, what benefits to the private sector, such as promotion and salary increase.
4. Repeatedly refine the rhetoric, their own shortcomings and the advantages of competitors, miniaturization, visualization; their own advantages or shortcomings of competitors exaggerated, amplified.
5. And here only completed the first step, the next step is to allocate the energy to find 2-3 hospitals to single explosion, in the implementation of the process, we first need to deal with the director of the department, right.
6. We have to use the time to single explosion, seize the customer's mental ladder. The latter transaction is a natural thing.
Question for the course:
Extract keywords: stimulate their own strengths, customer benefits, the main direction of attack, the order of magnitude
1. What do we do when sales are blocked?
2. Should we first consider whether we have done things to the extreme?
3. Do we have target segmentation?
4. Break down the big difficulties into small, actionable goals?
5. Have we done good market research?
6. Competitors to sell to which hospitals have not done market research?
7. How is the whole process of selling into hospitals?
8. Do they have a good relationship with the hospital in the early stages?
9. How do they communicate?
10. What are the advantages of their products?
11. The needs of the hospital and the advantages of the product must match?
12. What are their disadvantages? Can we differentiate our products?
13. What are the difficult problems they have encountered in the communication process? Can we minimize the detours?
14. Do similar hospitals have the same needs?
15. Do their leaders think the same way?
16. How to create demand for them?
17. Is their purchasing power suitable for our products?
18. Is the hospital on the right track?
19. Public or private?
20. Is the hospital in the right direction?
21. How to hammer the words?
22. What are the advantages of their products? What are the highlights of similar products?
23. What are the disadvantages of their products? How to do a good job of hiding?
24. How is the company's position in the industry, how to do a good job of packaging?
25. How do we find our way when all questions are blocked?
26. How do we find our company's sales direction in customers who have already closed?
27. Is it possible to find the top 2 industries in which your company sells?
28. How to do market research on your own company, is it possible to ask colleagues in the company?
29. What customer needs have been met by the products? Are these our main focus?
30. After finding the right direction, how do we carry out a single explosion?
31. Is the first target segmentation?
32. From which person to start, from which department to start?
33. time is how to go single explosion?
To do things action learning:
Today there is no case to write, so take the team again.
My favorite is to improve themselves, our team has too many ways to improve, but because I am a passive person, I am not very effective in active learning, so I found a way for myself, that is, find a heavier responsibility of the work it. This can force myself to study well, do things well, and honor God and love people.
We can imagine, a relatively poor ability to succeed in the election of the head of the results of how, of course, the result is that the team rankings can not lean forward. This is the same as our current sales case, the situation can not be opened. They are also annoyed. And there were too many teams in this situation. The most we did was to take lessons from the counselor, from the seniors, anyway, 30 teams are like that, with the same way to do things, and the end result is still not ideal, one, there is no differentiation; second, the execution is not in place. I saw that we are not ideal, so I opened another way, to stimulate their own technical advantages, to manage our students. As soon as we see the students' enthusiasm for learning declines, we change a way of thinking about team activities, so basically we are not regressing, of course, not regressing, just everyone else is regressing, so it seems that we are making rapid progress.
As the saying goes, every family has a difficult time reading the book, each person is trying to pay for the team at the same time, the results are in regression. Some people have lost confidence, and I, to be honest, also a little tired. But I didn't give up, after all, I have been doing management for many years, this situation is still seen a lot. But they are tired of their own limited ability, ah, so little of their own advantages have been exhausted, or not get it done, the method also think a lot. I think I'm not too successful. At the same time, I am also observing the management of other teams, they have been unable to calm down, began to criticize the students, so that the effect is just the opposite, no effect at all. Then it seems that I still think I have a better mindset.
Well, first of all, calm down and think about what advantages you still have not inspired? Who are my customers, what are their interests, what are their needs? What was the outline of my campaign at the time? Take in a wide range of good advice. That's right, ask your classmates to make requests and suggestions. That's what they want. This idea must be down, immediately organize the students to discuss, and sure enough, Chang and Xiao Huang proposed some solutions we never thought of. A little out of the box, I organized their opinions that night, and made a mind map, in the YY discussion on how to better implement. The next YA was implemented right away. Sure enough, the results were better than ever. Eventually, we formed a team style of open-mindedness, but working as one team. At the same time, the order of magnitude came up, we have been thinking about how to meet the students and interests, and did not think about how to manage the students, but cohesion ah, ranking ah automatically came up. Some teams are still struggling with how to manage their students, and they find that they are getting worse and worse, but they are more confused.
I think the core of what we do is: to do things in the face of obstacles, multi-directional questions, stimulate their own strengths, to meet the needs of customers, to find the main direction of attack, the order of magnitude = success
Summary: Refine the essence of the stimulation of their own strengths to the extreme
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