Please advise, I am in the lithium equipment industry, a machine are hundreds of thousands of dollars to start with, the method of trade-in does not seem to be very applicable to our industry, if I want to let the customer buy my high-value products, but the customer company has that type of product, what should I do?
Below, divided into 4 perspectives, to comprehensively talk about this issue:
1, the product is the starting point for everything
At this time, you should emphasize the most advantage should be, my product has a very unique, differentiated advantages.
In the "enterprise energy model" said:
Business operations, there are three things must be done: products, marketing, channels.
In this, the product itself is the starting point for everything, if the product potential energy is not enough, your marketing or channel resistance to minimize, there is no way to achieve success.
Either your product has a benefit that others can't make, or can't provide, called the people without me;
Otherwise, your product is better than others, for example, his past products are not energy-saving, or too large a footprint, or the old problems, your product is a perfect solution to these problems, the people have me better;
Or, your product is cheaper, the people better than me cheap.
These three things you have to account for the same, if these three things you do not have, you and its products are the same, or even worse than it, then you want to replace a better than you product, the difficulty of this thing is great. I dare not say it is completely impossible, maybe some marketing power eventually let you do it, but in fact it is a huge loss of customer credit, so we must find this differentiation and unique competitive advantage, the stronger the pain point the more effective.
2, prying old customers, rather than directly explore new customers
Once you have a good product, then we further to consider, you are not really, must sell the product to a customer who already has a similar product? Do you want to try to discover new customers?
Our schoolmaster "Tony to ni" pointed out a clear way: it is recommended to focus on new projects. Because if the user's old equipment can meet the technology and capacity to use, the machine with a very stable, simply will not change. Because if the loss of stability affects production, it could lead to problems with the products delivered to the customer. And, most likely, he and the current customer relationship is very good, you have to find ways to pry him and the existing partners of the relationship and sense of trust, this is more difficult . So, you can actually focus your main efforts on discovering new customers.
But if you say no, there are very few new startups in production, there are no new customers, they are all old customers in the industry, so what to do?
Then you have to consider, the old customer will actually go to change the machine at what point in time, such as the machine is broken, a major problem, to the warranty period, etc., be sure to find that he really change the machine of this motivation and point in time. The question is, how to find these points in time?
You can Try to cooperate with professional maintenance organizations, or simply set up a professional, third-party lithium battery equipment maintenance company, with a very cheap price specializing in the repair of all brands of machines. At this time because of your low price, customers may choose you as a repair organization, who's warranty is up ...... all customers' information you have. Once this time, you have the opportunity to say "Alas, this thing, repair are not worth it, why not buy a new one, I heard that the company's product quality is particularly good, recommended to you." In this way, you get from the maintenance office of the customer to change the machine the best point in time, the chances of success will be much greater.
Once the customer is in the decision-making mindset, there's a lot more you have to think about changing at the customer strategy level. Don't ever think that if you have one contact with a customer, he's going to come in and change his machine. Customers are a long time between the maintenance of the relationship, newcomers to visit more, more communication, and constantly build on people, the company, the product trust relationship, this is particularly important. If not yet fully established, you can also and some third-party survey companies, certification companies, media cooperation, let them help you do an objective analysis, increase persuasion.
3, with financial means to reduce the cost of decision-making
The quality of your products is very good, and the customer is also impressed by you, ready to replace the machine. But the problem is that this is, after all, a few hundred thousand large pieces, the purchase of funds, cash flow constraints are inevitable, it is best to reduce the customer's decision-making costs through some financial means.
Mr-LiJ's classmates shared that his medical equipment industry often "put" the equipment to the hospital, for example, a nuclear magnetic **** vibration equipment tens of millions of dollars, can be charged according to the way the monthly rental, but also with the help of the Jingdong White Bar.
"Isosteel" students also shared Boeing's aircraft engine sales, from the original sale of a change in equipment rental, or agreed to share the value of the new equipment created by the two sides, such as energy savings or other aspects of the benefits brought. How long after this benefit sharing equipment ownership to the customer, and your business and then equipment maintenance will continue to charge service-oriented fees.
There are three ways to reduce the cost of decision making in this type of large equipment sale:
First, rent instead of buy. Buy something too expensive, not so much money, you can rent, for example, this thing sells 1 million, almost with 5 years, so that the calculation of 200,000 per year, an average of less than 20,000 dollars per month. You can collect monthly rent of 20,000 yuan, five years after this equipment is given to the customer, so as to reduce the threshold of payment.
Second, you can work with a third-party financial lender to reduce the difficulty of payment through financial leasing.
Third, the equipment shares, the entire equipment you do not have to pay, equipment I out, but you produce a lithium battery, I will be from your profits inside a little bit of money, the equivalent of accounting for a little bit of dry shares, joint production, share your profits.
Of course, if you are very confident in the quality of your own products, you can also try a method commonly used in the energy-saving industry, the EMC business model, which will also be very useful.
What is the EMC model? Energy-saving lamp companies want to convince the shopping mall to install energy-saving lamps, but the installation of so many lamps, a time to invest a lot of money, the mall does not have the money, how to do? Energy-saving company did a thing, he first paid to install the energy-saving lamps, and then and the mall said, I do not want you to other money, you will save the three years of the total amount of electricity 80% of the amount of money to me for three consecutive years, three years after the lamps are given to you. The mall heard no need to spend money, of course, willing.
Then let's do some math, such as before the mall a year to spend two to three million of electricity, now replaced with energy-saving lamps, only spend 500,000 a year after the electricity, that is equivalent to save 2.5 million electricity, we will share this save 2.5 million it. 2.5 million, energy-saving lamps companies to take away 80%, has amounted to 2 million for three years in a row, he a **** to take the 6 million, the equivalent of the lights of the price and installation price has been fully covered. Price and installation prices have been all covered back.
If your product can really create a particularly measurable value to the customer, such as energy saving, yield rate increase, etc., it is recommended that you can try this approach.