What is the reason for this Mr. change? The shopper said to the husband, "Your wife won't let you wash the dishes with such expensive tableware."
From this short story, it can be seen that the husband is not buying cutlery (the product), but ease (the result). To put it bluntly, it's an underlying need.
What is the book Deep Marketing talking about? It is about: selling products is not selling products, selling services is not selling services, successful trading, selling is the solution.
"User Thinking +" tells readers that the performance of the first-class products, not necessarily sell the best. So what sells well? It's products that help users move from success to excellence.
To put it bluntly, it's all products that look up to the user. "There are no remarkable products, only remarkable users."
And the logic of Deep Marketing is the same. The product is good, but if it doesn't fit the user's needs, it's a must that it doesn't sell.
Deep Marketing focuses on B2B, not B2C, and emphasizes, not the product itself, but the role of people. The people in question are the salespeople.
"Products can be indistinguishable, people cannot be the same. The same product different people are selling, the end is completely different." How should a salesman sell a product?
I. Don't sell products, sell solutions
This point, is the core of the whole book. Many salesmen go out and either sell products or services.
But is this useful? It's basically useless. Just like a person with hemorrhoids in seeking medical treatment, the doctor said to him, we have this go chicken skin product is particularly good, children and men, you must buy this.
Medicine must be symptomatic, the product must also be for the needs. The user needs to be identified, in order to provide each other with a tantalizing, difficult to refuse the solution, so that the other side of the heart is not as good as the action.
So, the salesman in sales, what is the most important thing? Is to find the user's needs, and then give the solution. In such sales logic, the product is more like added value.
From what levels to find user needs? From 3 levels:
1. Customers of customers (related to market opportunities).
2. the customer's rivals (related to competitive resources).
3. the client itself (related to operational efficiency).
What is Solution Selling? Standing in the level of personal sales behavior, is to effectively diagnose customer problems and needs, and provide targeted products, services, resources and support to help customers achieve their goals, as a consultant rather than just do sales, solve problems rather than just sell products, to ensure that the customer's success in business, building partnerships.
Second, a large number of cases presented
Too theoretical things, say more raw, but you read the book after a large number of cases, you will quickly understand what is called selling solutions. To cite a few cases:
A:
A post in the sales of tourist attractions, the beginning of just raw with the customer, wanting to help them make tickets and print ads put, the results every time to no avail.
Later, the salesman found that the attraction has a problem: after the tourists enter the attraction, the tickets are invalidated by the tourists and thrown into the garbage cans, so the tickets have become a pure waste of costs, which makes the attraction very helpless.
So the salesman proposed a solution:
1) Make the tickets into postcards, printed with postage, so that tourists can send it as a gift to distant relatives and friends, which eliminates the waste, but also do the publicity.
2) Tickets can also be used as coupons to further help attractions expand their customer base.
3) In one of the attraction's particularly cool pavilions, set up a small themed post office and mailboxes to help the pavilion increase popularity and boost sales.
As soon as the attraction side heard about this program, they immediately gave the order.
B:
Kubota Japan is the production of small excavators, the target customer is ready to drive agricultural construction vehicles from the transition to open excavators, but look favorably on the brand is the site of the large excavators that everyone is using.
Kubota salesman inquired about this matter, to find the target customer but was rejected, because the Kubota excavator is more expensive than the customer looked at 60,000, and the performance is not familiar with each other and trust.
The salesman then did his homework behind the scenes, and found that the local area is preparing to do large-scale urbanization, the project is mainly based on the construction of rural infrastructure and municipal pipe laying. And such a project, large excavators can not do.
The salesman then analyzed with the target customer: If you buy the same excavator with other workers, it is bound to form competition, so where is your market opportunity?
The target customer before which thought about this problem, blind.
The salesman went on to say, have you ever thought of doing some of the current competition in the excavator can not work or take into account the market areas, such as small rural infrastructure and water pipeline projects ......
In this way, the salesman got the single.
C:
A multinational oil company that sells petrochemicals for daily use realizes that it has no technological advantage and its prices are much higher than those of its competitors for various reasons.
But one of the sales reps took a unique approach, specializing in targeting customers who had exclusive suppliers and whose contracts were about to expire and were up for renewal. He knew that most buyers become nervous at contract renewal time, fearing that the supplier will ask for a price increase (at a time when market prices were trending upward).
"Look," the sales rep told the customer, "all your solvents are currently being handled by a single supplier, so what advantage do you have in negotiating a new contract? Why don't you give us 25% of your order and gain the initiative in the negotiations with the original supplier? The other party is at a disadvantage due to the presence of competitive pressures and will have to give you a good price, or at least not a price increase."
At this point, the sales rep is selling not just a chemical solvent, but a cost-containment solution and negotiating chip that makes it hard for the customer to refuse.
D:
A small additive plant in Taiwan, China, sold well after entering a highly competitive market.
The secret is: in order to sell additives, their company actually set up a follow-up product development department to help customers develop new products and enhance competitiveness.
Selling products, there is no more heart, only the most heart. Who can help customers succeed, who can go to the end.
E:
n years ago, Tetra Pak utilized "bundled" sales to become the dominant upstream partner in China's dairy industry: ten million dollars worth of equipment was given away for free, and it mainly earned money from consumables.
But is Tetra Pak's success really so simple and crude?
In fact, in the dairy industry, Tetra Pak is far more than just playing the role of a supplier of equipment and materials, but providing all-around coaching in areas such as helping dairy companies standardize milk source construction, production operations and process optimization, packaging design and branding, channel development and terminal management, as well as consumer education.
So, Tetra Pak's success lies more in the fact that it has long been an expert consultant in the dairy operation industry, and every enterprise counts on getting more value-added services in operation while giving a single.
Three, good customer service, in order to obtain trust
Know the core logic of selling products, there is the most important point, is to know how to maintain customer service. To put it bluntly, is also good at interpersonal relations.
For example, if there are two people who sell the same product, you may be inclined to buy from the person who has a good relationship with you, or you feel closer. That's why today's circle of friends deals and community operations are particularly hot.
China since ancient times is a human society, but once upon a time it was a society of acquaintances, and now more inclined to the society of strangers, live in a neighborhood, live door to door, are not necessarily know. But people, after all, are animals that live in groups, and their hearts still yearn for a society of acquaintances, because the self-realization and recognition that they get from a society of acquaintances makes them feel more accomplished.
The Variables mentioned that a property on the Beidaihe waterfront, which had been a sellout, became a hot property on the Internet, mainly because of the slow life there, the rebuilt circle of acquaintances, and a deeper sense of well-being.
Indirectly, in today's society of strangers, in fact, people's inner desire, or intimacy. Therefore, the establishment of a society of acquaintances, is a trend of the future.
And sales, in addition to selling products, but also sell services. What does the service sell? I think the essence is human kindness. That is, you did not buy my products today, but you may remember my smile, remember me to bring you other convenience and benefits, your heart will vaguely feel "owe me", think I'm not bad. The next time you meet, you may be able to promote the transaction.
When I wrote this, I thought of selling health care products to the elderly. The reason why the salesman can be successful, so that the elderly buy a bunch of useless products one after another, to take advantage of the elderly in their later years, the lack of family pain point needs.
So do sales, in addition to understanding each other's needs, but also to cast their favor, to understand each other's personal interests, and each other to establish a foundation of trust in the relationship, and even develop into a friend.
The book provides six ways to get a good impression of others:
1) Become genuinely interested in others. (Become genuinely interested in other people.)
2) Smile. (Smile.)
3) The sweetest and most important sound in all languages is when a person hears their name. (A person's name is to that person the sweetest and most important sound.)
4) Be a good listener and encourage the other person to talk about himself. (Be a good listener. Encourage others to talk about themselves.)
5) Talk in terms of the other person's interests. (Talk in terms of the other person's interests.)
6) Make the other person feel important, and you do this sincerely. (Make the other person feel important and do it sincerely.)
Remember, "Emotion is the sole, true foundation of successful marketing and the secret to value, customer loyalty and profit."
In summary, this book is worth reading for anyone in sales.
Other points:
>> When are customers willing to let you earn their money? The answer is when you can help them earn or save money (or at least convince them of that).
>> "Through working with our customers, we have found that it is not just the product that truly meets their needs, but the solution to the problem that is carried by the product ......We are committed to being advisors to our customers and helping them to improve their productivity.
>> Doing sales, will say is a novice, will ask is a master, will listen to is a master. Demand is "asked" out, such as the doctor sitting, first to "look, smell, ask, cut". The person who sells the product is called a salesman, and the person who does the solution is regarded as a consultant.
>> The effective way to achieve growth is to establish a consultant-type relationship with customers. For companies, especially large ones, price should play only 30% of the weight of influence in their relationship with customers, while advice should be 70% of the weight.
>> Most issues fall into the following categories: profitability, cost, productivity, competition, quality, time, ease of operation, reliability, performance, credibility, versatility, safety, morale, consumer satisfaction, and reputation.
>> Customers do not buy the product itself, but rather a result they want to get from the product that satisfies the real motivation behind the purchase. >> A company that can provide a "one-stop" solution is bound to be a winner.
>> Clifton, CEO of Gallup, the world's leading market research and management consulting organization, points out that the most effective way for companies to grow is to build a consultative relationship with their customers.
Author's introduction: Ying Ghost Zi, a pseudo-literary youth of the Buddhist trumpet, with words to share with you around, committed to 1 year to read 100 books, to read together. Microblogging and blogging: Ying Ghost Zi.