Five strategies of sales skills
Sales refers to the act of providing products to third parties by selling, renting or any other means, including related auxiliary activities to promote the act, such as advertising , promotions, exhibitions, services and other activities. The following brings you five major sales strategies, welcome to your reference!
Five sales strategies 1
Farewell to the turbulent golden years. Today, in an environment of highly homogeneous products and excessive market competition, many brands are ushering in The era of meager profits ended. Looking at the sales data and performance reports fed back from the market, what troubles many brand managers and marketing managers is: advertising no longer has surprising effects, and promotions no longer have extraordinary results; but the charm of the brand is being undermined day by day. Competitors weaken. What to do? In the era of competition, how can brands break through?
Strategy 1: Use large-scale, OEM processing and production to achieve low-cost breakthroughs
Strategic management master Porter once pointed out that "low cost , high differentiation, and concentration strategies are the three basic competitive strategies. "Low cost is ranked first among the three basic competitive strategies by Porter. It can be seen that controlling the total cost and maintaining a low cost level are very important for enterprises in market competition. The importance of winning.
Therefore, in today's fierce market competition environment, large-scale production and strict control of expenses in each link are undoubtedly the only way for companies to gain low-cost competitive advantages. As the cost of raw materials and various expenses decrease, the total cost will naturally be reduced. For a product with the same sales price of 10 yuan, if the cost is reduced from the original 5 yuan to the current 3 yuan, then even if the company cannot develop new consumers and occupy new markets, it can still win from the existing market share. More sales profit than before. The OEM processing and production method more directly reduces the investment cost of the enterprise. The enterprise does not need to build a factory, buy equipment and hire workers. It only needs to pay low processing fees. In this way, the cost of mass production is lower and more efficient. Can gain cost advantages.
In the ultra-competitive detergent industry, the most important reason why Diaopai laundry detergent has risen rapidly in recent years is the implementation of the strategy of OEM processing and production and nearby distribution. Since washing powder is a low value-added product, and the production and delivery costs account for more than 90% of its ex-factory price, the method adopted by Diaopai washing powder cleverly controlled the total cost at the lowest point in the entire industry. In the end, With low cost, it beats the competition and catches up from behind.
Strategy 2: Break through at low prices with small profits but quick turnover
Today, as the polarization between rich and poor is increasing, the division of consumer groups has become more and more obvious. Looking around the market, high-end consumer groups only account for a smaller part of the huge consumer groups, while most consumer groups belong to the mid- to low-end consumer groups. Therefore, it is the common sense of many brands and marketing managers to fully occupy the larger target market of mid- and low-end consumer groups. According to our research over the years, among the same types of products, brands with reliable quality and lower prices are favored by mid- to low-end consumer groups at all times, and the average transaction index of consumer goods for such products is higher than that of ordinary products. 73%, enabling this type of products to gain more advantages in the competition. Therefore, after grasping the market trends and consumption trends, launching products with lower prices than competitors but the same quality will surely win the favor of the majority of mid- to low-end consumer groups.
The reason why Galanz has risen rapidly in the home appliance industry and become a highly anticipated industry pioneer is because of its staggeringly low prices. In the pharmaceutical and health food industries, the affordable pharmacies that have flourished in the past two years have become a dark horse in the pharmaceutical retail industry because they were the first to break the deadlock of "inflated drug prices" and are deeply supported by consumers! Oaks air conditioners, which adopt a price-affordability strategy, used the "Mom and Dad Revolution" and "Cost White Paper" in 2002 to expose the low-price hype in the air-conditioning industry, and at the same time significantly lowered prices, establishing a low-price, high-quality reputation in the minds of consumers. brand image. At the end of the 2002 air-conditioning year, Oaks air-conditioning suddenly jumped from an unknown player in the industry to the fourth position in the industry, with sales directly targeting the industry leaders such as Gree and Midea.
Strategy 3: Break through by providing better services through the extension of sales services
For some durable consumer goods, such as refrigerators, washing machines, TVs, cars, etc., due to The markets in these industries are already very mature, and technology is basically no longer a threshold for competition. Therefore, the "software" of products such as services and brands has become very important. How to provide your target consumers with satisfactory pre-sales, sales, and after-sales services so that they can obtain more and unique brand psychological satisfaction and protection is becoming more and more important in today's durable consumer goods market!" "1-hour fast door-to-door service", "24-hour uninterrupted technical support", "door-to-door delivery service", etc. Services that many of our companies thought were impossible or even ridiculous in the past are now being widely used by some companies in many among industries and fields. The successful experience of many well-known brands tells us that by providing high-quality marketing services, these brands not only gain extraordinary brand reputation, but more realistically: these brands also gain more consumer popularity and purchases, occupying more More market share, more sales!
Haier has always been a brand with outstanding performance in the electrical appliance industry, which is closely related to the service spirit of "sincerity forever" that it has always advocated. indivisible. We once conducted a survey and asked consumers why they should buy Haier air conditioners instead of air conditioners from other brands with lower prices. 80% of consumers answered that it was because of its complete pre-sales, sales and after-sales services. This shows that in addition to factors such as price and brand, sometimes whether a company can truly provide consumers with "God-like" services and free them from worries is also an important basis for consumers to make purchase decisions!
Strategy 4: Use technological innovation to continuously launch new products to break through
"Like the new, hate the old, and be reluctant to change when seeing new things." This has always been the consumer 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 lives and consumption, to obtain better enjoyment and different experiences. Looking at the fashionable products that are refurbished every season on the market, it is not difficult to see the consumption complex and psychology of consumers. Therefore, in today's increasingly fierce competition, for some products that are closely related to consumers' daily lives, we can definitely attract consumers' attention and encourage them to purchase by increasing investment in research and development, continuous technological innovation, and launching new products. , thereby achieving a breakthrough in the competition.
The domestic mobile phone brand Bird was originally an unknown brand. However, in recent years, Bird has grasped the popular trend of the domestic communications market and continuously launched new products that are in line with fashion trends and at lower prices. As a result, it has been favored by the second and third tiers. With the enthusiastic popularity of consumers in the market, sales have increased by leaps and bounds, and it has become the number one selling brand among domestic mobile phones!
The reason why P&G, the world's daily chemical giant, has been able to dominate the Chinese market in recent years is that it is invincible. This is because it constantly introduces new products to meet consumers of different levels and needs. In order to maintain its advantage in the competition, P&G not only launches different new brands that can meet different core consumer needs, but also continuously updates and launches a series of different products on a single brand. Take Rejoice, for example. Rejoice is the first product launched by Procter & Gamble in China. According to the general rules of the domestic market, this product should have been eliminated after so many years in the market. But why does Rejoice still have such good sales today? The reason is that P&G continues to follow the market trend and has successively launched a series of new products with the main appeal of elegance and suppleness, while also having other auxiliary functions. Because of Rejoice. Through this initiative to introduce new things, it not only meets the new needs of old customers, but also satisfies the "novelty-seeking" psychology of new customers. In this way, consumers feel that the Rejoice brand will never be an outdated brand. But a young brand.
Strategy Five: Use high market share and exposure to achieve breakthrough status as an industry leader
Compared with Western countries, a significant difference in China’s consumer behavior is the target group The impact is great. Therefore, Chinese people have a "psychology of seeking common ground and following the trend" in their consumption. They do not pay attention to individuality, but pay more attention to other people's views and opinions, and pay more attention to the social group effect of personal consumption. In consumption, I seldom make my own judgment. I often buy what others buy.
Therefore, in the Chinese market, there will often be some consumption booms in the short term, forming a phenomenon of chasing consumption of a certain product!
Therefore, in response to this situation, in the fierce market competition, those who have the conditions Enterprises can take advantage of consumers' consumption psychology and find ways to expand their market share and exposure, so as to form an industry leader's identity in the minds of consumers. Once you establish your identity as an industry leader, when consumers go to the terminal to purchase similar products, the first thing they think of is your brand. Therefore, by then, it will be difficult for your brand to succeed.
Sichuan Changhong used to be an unknown local brand in the home appliance industry, and its product sales have never been able to go outside the province. But later, faced with fierce competition, Changhong successively launched its own advertisements on CCTV, and launched the banner of "revitalizing national industries and building national brands!", as if an industry leader was shouting loudly. Changhong's cry seemed to really wake up the sleeping Chinese people, and immediately attracted the attention of many news media, so they all publicized it. As a result, after the spread of this "internal and external cooperation", Changhong suddenly became a well-known and leading brand among domestic color TVs, and buyers flocked to it! As a result, Changhong not only achieved a breakthrough in the competition, but also successfully achieved the transformation from a local brand to a national brand. transition. Five Strategies of Sales Skills 2
World Entrepreneurship Laboratory-News When a startup company slowly gets on the right track, there is no doubt that entrepreneurs will face more sales problems in the traditional sense, that is, how to Convince customers to buy your product. If we're more optimistic, let's say you've worked hard at selling your business idea and managed to get one or two sales experts to join the board. But in any case, marketing experts believe that entrepreneurs should be aware of the following five sales techniques and strategies.
1. Forget about the product you are selling
Roberts believes that this most unexpected advice is not only difficult for any marketing expert to accept, but also confusing for entrepreneurs. Roberts said: "I find that entrepreneurs can't wait to promote their products. For entrepreneurs, they have developed these products or services, they live with these products or services, and they are responsible for their destiny, so there is a sense of pride. ” While this sense of pride is understandable, entrepreneurs cannot use it as a powerful weapon in the marketing process.
Roberts said: "The reality is that customers are becoming more and more discerning and they understand that there is competition in the market more than before. So the way entrepreneurs brag about their products is a bad start." In contrast, Entrepreneurs should master sales strategies and first think about the development prospects and specific market needs of their industry. "What every customer really wants is to be helped," Roberts said. If entrepreneurs recognize their customers' needs and meet them, they can become problem solvers rather than sellers. If your product happens to meet the needs of your customers, then the situation will be better. Roberts emphasized that the relationship between entrepreneurs and customers is very important in the sales process.
2. Continuous recommendation strategy
Business management consulting expert James Berkeley believes that regardless of whether entrepreneurs will make corresponding arrangements in their weekly schedule or Outlook mailbox , they should continue to make recommendation plans for their own products. Berkley estimates that more than 80% of his current clients come through referrals. While this approach to referrals has become commonplace, putting it into practice is critical. "Start with the 12 potential relationships you think you're most likely to form," Berkley says. Whether these are past or current customers, former colleagues, personal or business friends, they should all be your product recommenders. Next step: “Find out who their peers are, who their firm’s best clients are, who those clients listen to, and whose referrals, professionally or personally, align with your professional strengths and are willing to meet with you. "Meet."
Once you have a clear idea of ??who you are most willing to accept as a recommendation, you can prepare accordingly. Berkeley says strategies vary depending on the situation, but generally speaking, entrepreneurs should interview their pitches. "You should ask the question yourself at the next meeting, otherwise it's a failure," Berkley said.
"He also believes that no matter what, do not use email to communicate under such circumstances.
3. No-book phone calls... at least be prepared
The so-called "no-book phone calls" Coldcalling, or “smiling and dialing”—making as many calls as possible in the hope of “happening” to close a big deal with one of the customers. But this practice doesn’t always work. Today’s salespeople They all believe that the era of “walk-in” marketing is a thing of the past, Roberts said: “Walk-in calls are outdated. But unsolicited sales still work. "Compared with clueless walk-in calls, salespeople have been able to use modern technology to find potential transaction partners in advance, and then make every call they make become a "hotline", and there should be at least a hint of it." "Warm" sentiment. "The goal is to make these calls 'hot,' which requires us to first understand the potential customer's specific needs," Roberts said. "
Roberts said that a large number of entrepreneurs will be overwhelmed in the early stages of sales (such as finding potential investors, recruiting new employees, or developing new customers). As a result, these entrepreneurs will "raise their eyebrows. "Beard is scratched", and gives people the impression of all-or-nothing, uncertainty and lack of concentration. In this case, entrepreneurs should first do some preliminary research, which can be done in two ways: first, understand the development prospects of the industry; second, It is to think about whether these prospects are suitable for your company to continue to engage in related businesses.
4. Find the "hot spots"
Osinski once explained the so-called "hot spots" ( hotbutton) sales concept. Standing in the middle of the classroom, Osinski held up a water bottle and said that the water bottle was for sale. For each student who was willing to buy the water bottle, Osinski asked them to give their reasons for buying. One student said: “The water bottle is recyclable. The second student said: "Because I am very thirsty." The third student said: "This bottle is very beautiful." "The different reasons given by different people for buying the same product or service are the "hot spots" of these people, which are also their so-called "pain points." The mission of every salesperson is to find these "hot spots" of customers. ".
Roberts's advice is not to use your sales force first, but to ask yourself some questions beforehand. Osinski goes further in this regard: You should find the "hot spots" of your customers. Osinski "It's really about maintaining a balance between open and closed issues," Sinskey said. Closed-ended questions put them at ease, while open-ended questions help them express their true desires. ”
5. Expand the social network
Through the social network, sales experts can quickly obtain interpersonal credit; for entrepreneurs, these credits often bring revenue. But Roberts pointed out that although entrepreneurs are also proficient in communication (such as attending various company opening ribbon cuttings, gatherings, etc.), they are often unwilling to step out of their fixed circles. In other words, it is often entrepreneurs who make friends with entrepreneurs. They are happy together, but this is not an area that entrepreneurs with sales responsibilities should focus on.
Roberts said: "The vast majority of entrepreneurs try to expand their business and development in a small circle. Brand influence. "He believes that unless you are a genius like Mark Zuckerberg, Bill Gates or Michael Dell, you should not expect the company name or even your own name to be related to the company's business development. Connected. "You have to expand your network beyond your colleagues at work and into other industries that need to use the products you develop," Roberts said. "Roberts believes that if entrepreneurs hope that their company's business will grow rapidly, it is very important to establish a wider social network. Sales Skills Five Strategies 3
[Sales Skills] Five Sales Skills and Words Technique 1
Salesmanship 1: Prepare your troops with force
The art of war says that you should never fight an unprepared battle. As for sales, the same is true for many new promoters. There is a misunderstanding that sales means being able to speak well. In fact, that is not the case at all.
I remember that we trained for nearly a month at that time. From product knowledge to fault analysis, from corporate history to sales skills, we practiced every aspect repeatedly until we knew it by heart. At that time, our colleagues often joked with each other that we had become robots. I remember that in order to debug the best music effect, as soon as there were no customers present, I concentrated on trial and error key by key, which lasted for nearly a week, and finally got the effect I was satisfied with.
Every time it’s my turn to take a break, I always like to go to various stores: first, I will investigate the market and be aware of it. Today's customers always like to lie to promoters about how cheap things are, and how much discounts are offered. If you cannot clearly understand these situations, you will be very passive when facing customers. Secondly, you can learn the skills of other promoters. Only by learning from the strengths of each one can you become invincible!
[Sales Skills] Five Sales Skills and Speaking Skills 2
Sales Skills 2: Pay Attention to Details
There are many books introducing sales promotion skills, and they basically talk about the need for promoters to be proactive and enthusiastic in their hospitality. But in reality, many promoters cannot understand the essence and think that enthusiasm means smiling all over the face and speaking proactively. In fact, this is also wrong. Everything must be done in a mode. Excessive enthusiasm will have a negative impact.
Enthusiasm cannot be expressed simply through external expressions. The key is to do it with heart. The so-called sincerity leads to gold and stone! Sneaking into the night with the wind, moisturizing things silently. Real sincerity means thinking about what customers think, using the company's products to meet their needs and benefit them.
[Sales Skills] Five Sales Skills and Words Three
Sales Skills Three: Leveraging Strength
Sales is a process of integrating resources. How to reasonably The use of various resources to help sales performance cannot be underestimated. As a sales promoter standing on the front line of sales, this is equally important.
We often encounter scammers committing fraud on the street. There is usually a role among them - commonly known as the swindler. His 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 was a promoter, I often used a very effective method, which was to play the oboe 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 to help. Firstly, it shows that we really value him and the leader has come forward. Secondly, it is easier to negotiate. As long as the leader gives him a little benefit, the customers will usually pay for it. It has been tried and true! Of course, if the leader is not available, anyone can also make a temporary guest appearance. Take the lead. The key is to satisfy the customer's vanity and the bad habit of being greedy for petty gains.
[Sales Skills] Five Sales Skills and Words 4
Sales Skills 4: Just give up when you see a good outcome
The biggest fear in sales is being procrastinating and not making decisions at the right time. According to my experience, at the sales site, the optimal time for customers to stay is 5-7 minutes! Some promoters are not good at observing words and emotions, and cannot seize the opportunity to promote sales when customers are already willing to buy. They are still chattering about products. The result was failed sales. Therefore, we must keep in mind our mission, which is to promote sales! Whether you are introducing products or making other efforts, it is ultimately to sell products. Therefore, as soon as you reach the edge of sales, you must immediately adjust your thinking, brake suddenly, and try to conclude a contract. Once a good opportunity is missed, it will be more difficult to arouse customers' desire again. This is also the most common mistake for new promoters.
[Sales Skills] Five Sales Skills and Words Five
Sales Skills Five: Give You a Ride
There is a saying in sales, develop a new customer The cost is 27 times the cost of keeping an old customer! You know, the business brought by old customers is much more than you think. When I was working as a promoter, I paid great attention to maintaining good relationships with customers who had already made deals, which also brought me huge rewards. In fact, it is very simple to do. Just pack his bag carefully and say a sincere farewell. If he is not very busy, you can even send him to the elevator. Sometimes, some trivial actions can make customers extremely moved! ;