The biggest feature of gifts is that any product can be defined as a gift. And only when many commodities are defined as gifts can the goods carry many cultures, meanings, connotations, and values, thereby realizing the enhancement of the value of goods.
This may also be an important reason why more manufacturers are willing to differentiate themselves by defining products as gifts when they are extremely homogenous. Then this kind of market competition leads to multiple channels for manufacturers to innovate and dealers to design, the value presented by different types of terminals and people, and the circulation between customer use and customers, whether there is something that can be replicated What is the correct law?
In this article, the author will present this circumstance, which is both looming and clear, that each manufacturer needs to find a successful model that can be replicated. However, it may not be able to see clearly and grasp more. Channel cooperation sales model.
To achieve multi-channel collaboration, we must first pay attention to the "source" problem, that is, the product's differentiated definition and value presentation; Second, we must pay attention to the planning of the channel, for the implementation of a unified multi-channel model, one-on-one practical and customer docking Offensive and defensive at the time; the third aspect is one-to-many breakthroughs when purchasing for large customers, and breakthroughs are achieved through group procurement.
Differentiating product value, product differentiation, and value presentation are essentially convincing reasons why a product can distinguish a competitor and can sell a higher price.
Here we look at the process of differentiation of the first product. This part is determined by the creative ability of the company, but the determinator is not a person but a platform for collective intelligence. ,
Excellent products should be like a standard cut of 57 faces (Note: 57 faces means that the diamond's bottom end has not been flattened and pointed; 58 faces are to grind the bottom of the diamond into a flat face, with one more face) Like diamonds, each side is wonderful. If you compare all the features of a product to a selling point, value, advantage or advantage, then each side can bring different values ​​to different customers, and each side can Correspond to meet the corresponding demand of some customers.
Therefore, enterprises must master the ability to re-plan, apply and package products. From the perspective of planning, we can re-examine enterprises, products, markets, customers, and sales processes, and reshape the differentiated advantages of products.
We have found that many companies that have implemented product differentiation even know only the company's management, R&D, and planning layers, while the downward-moving business people, distributors, large customers, engineering customers, and retail customers do not know or know the information. Extremely limited, so that the disconnection or inappropriate communication or transmission of any one link will affect the marketing effectiveness of the channel terminal.
Most of the sales of many companies have only achieved the transfer from the production area to the circulation area. To make the products in the circulation area achieve sales in the consumption field is the biggest problem faced by the terminal.
One-on-one combat offensive and defensive One-on-one offensive and defensive goals are to achieve a breakthrough in relation to a large number of transactions quickly, or to enter the large customer procurement model, through a safe and effective customer interaction model.
In the traditional sales process, due to the lack of proper training of sales personnel, many sales opportunities are lost, and each person is only complacent about the realized sales, rather than worrying about lost sales opportunities. ,
Offensive and defensive are the basic elements in the sales process. If a salesperson cannot master the basic principles of offensive and defensive and master the appropriate weapons, they are in touch with the customer to do experiments with the customer, find excuses for the failure results, and tell the company's products. Because it is impossible to sell for a variety of reasons, instead of finding the real problem of breakthroughs and solutions, salespeople who have not been properly trained are the company's biggest costs.
In the sales process of the terminal, if the usual sales method is used, only about 10% of the customer's turnover rate can be achieved, and 90% of the customers are turned to our competitors. Who is responsible for the loss of these customers?
In the actual sales process, people who understand the product do not understand sales, and those who know how to sell do not understand the product. This is an important reason for problems in the implementation process.
Without adequately prepared and armed sales personnel who are sent directly to the battlefield, they do not possess the necessary weapons to attack and defend. When faced with the enemy of armed to teeth, the final result must have been a disastrous defeat. Therefore, the current market requires sales personnel to fully grasp the product technology and sales technology, and if they are properly used, they can achieve breakthroughs in performance with the existing conditions completely unchanged.
There are three centers in the one-on-one sales process: professional sales staff; customer needs and products. Excellent sales staff are centered on customer needs, while ordinary sales staff are centered on products.
Sales personnel are the main players of the match. They need to keep up with changes and master the progress and rhythm of offense and defensiveness. The key to offense and defense is to find and guide the needs of customers, and at the same time, they can meet the needs of customers with the best products.
By clarifying the principle, you can get rid of the mentality of short-term aggressive and blind transactions. To understand the realization of sales, it is not because you want to sell but the customer wants to buy.
How to achieve product differentiation? Adding a culture that can be disseminated to the product can achieve differentiation. One function that must be done for the enterprise is to fully develop the product selling point, so that each dissemination link in the marketing channel can grasp the product differentiation technology and pass it on. This is the key point for building a corporate brand and cultural influence. The differentiation is not limited to the product itself, but can be differentiated from more perspectives.
Do not limit yourself to the product itself. The product itself has no value. Only when it is combined with the corresponding requirements, it is truly specific and valuable. At the same time, it should be noted that the focus of different types of customers on selecting products will be different.
The ability to differentiate products is the core competitiveness of gift brands!
One-to-many consensus formation Multi-channel collaborative marketing In front of us, we reviewed the differentiating marketing processes of gift companies from manufacturers to terminals. Each of these links needs people to perform, and from one-to-one to one-to-many communication. The process needs constant optimization and innovation, which is one of the breakthroughs in increasingly competitive gift marketing.
Above we explain the basis of marketing, in reality, manufacturers and dealers will choose different channels for marketing, in which the essence of the problem is actually three words: connection, interaction and communication, its purpose is to achieve rapid product and various types of customers Docking.
The modern and complex business competition is no longer like a purely samurai duel in the Middle Ages. It is more like modern interactive electronic games. New rules, roles, and scenarios continue to emerge. They are fully deduced by many companies and are filled with more variables in the competition. And uncertainties, which multi-level barriers to communication so that marketing execution greatly reduced.
Enterprises need to grasp both strategies and terminals at the same time. How to better balance strategies and terminals is an art. Fast-growing companies have their own “quick enclosure modelâ€. This is the construction of a strategic terminal.
Constructing a strategic terminal is a new type of business operation thinking, emphasizing the execution power from strategy to terminal, providing systems, strategies, methods and means, and enabling enterprises to carry out at the lowest cost, from the outset, to a correct and continuous Progress and cycle accumulation process.
In the process of implementation, full consideration is given to the details of the various aspects of commercial implementation, so that each terminal salesperson is doing the most important part of marketing: dissemination and communication to drive the company's profitability and continued profitability.
The construction of a strategic terminal will therefore become the most strategic and methodological method for implementing business in the future. This method is applicable to any business, enterprise, terminal, or even individual who wants to become a brand.
The idea of ​​constructing a strategic terminal helps companies to grasp the correct implementation methods, so that the company's ideas, ideas, culture, values, brands, etc., are all correctly constructed and embodied in the business environment.
Building a strategic terminal is to build brand value by doing faster, better, more comprehensive, and more in-depth innovation than competitors.
The combination of business model innovation and technological innovation can even enable companies to redefine the new meaning of their field, and have the opportunity to become the leader of the industry, and even get the industry development opportunities dominated.
Communication during the sales process usually begins with one-on-one contact with individuals. The purpose of one-on-one communication is to win more opportunities for one-to-many communication; then the two sides of the communication represent a group behind them, and their communication effect determines whether the two groups can eventually reach a cooperation.
This part can also be called conference marketing, as long as it is for sales of two or more customers, in order for them to reach a consensus, can be called conference marketing.
From one-to-one communication, the opportunity for one-to-many communication is the key to realizing the sales of big customers. However, we found that most sales people cannot start with complicated sales because they are making more people reach consensus at the same time. The process cannot be effectively grasped, and it is not even known how to promote customer groups during the meeting, and how to skillfully use the internal barriers between them to promote sales.
Effective conference sales should not be to educate customers, but to promote customer thinking; not to give answers, but to explain the problem; not to provide services, but to show the services that can be provided; not to flaunt the ability, but Show your style and philosophy; instead of letting customers buy things, let him get what they want.
We can see that sales is a process, not a result. Mastering the one-to-one and one-to-many communication is different. We use the comparison on the right to find out the key points. Below we have listed four key links for one-to-many communication.
One-to-many communication focuses on one: Spreading ideas and presenting value.
Presenting the brand concept for more customers at the same time and providing the necessary information to the customer is the basis for forming a consensus within the customer, and it is easier to form a group purchase intention.
In the conference, not only can participants clarify their questions, but they can also use audio-visual equipment to enhance their understanding and interest in information.
One-to-many communication focuses on two issues: collecting information and clear goals.
In the process of conference-style sales, we have established a good impression with the participants. Afterwards, it is very easy to visit and meet with the people.
One-to-many communication focuses on three issues: solving problems and forming consensus.
Enable customers to appreciate the brand's professional capabilities and establish the best impression of your product.
To listen to the opinions and ideas of customers, they can also propose constructive solutions to help customers solve problems or propose proposals.
Consensus formed with more people, making it smooth during the in-depth tracking of future projects.
One-to-many communication focus four: Promote the project, agreed goals.
Provides a professional and fair selection platform for customers. This platform helps customers to select products that are suitable for themselves more efficiently and quickly, and at the same time creates the best targeted sales platform for the brand.
Pay attention to creating a perceptual understanding of the environment, and use persuasive data to persuade them, and use experts to positively prove the necessity and timeliness of cooperation.
Customer decision-making is a group, and its internal relations are very important. The key to this is how the person presiding over the conference marketing manages the situation, clears the goals of the meeting, and grasps the hearts of all the participants.
In the whole process, the most critical point is to form a consensus of the whole, draw support from the supporters, and allow the minority to submit to the majority, so as to promote the final transaction of the entire project.
This may also be an important reason why more manufacturers are willing to differentiate themselves by defining products as gifts when they are extremely homogenous. Then this kind of market competition leads to multiple channels for manufacturers to innovate and dealers to design, the value presented by different types of terminals and people, and the circulation between customer use and customers, whether there is something that can be replicated What is the correct law?
In this article, the author will present this circumstance, which is both looming and clear, that each manufacturer needs to find a successful model that can be replicated. However, it may not be able to see clearly and grasp more. Channel cooperation sales model.
To achieve multi-channel collaboration, we must first pay attention to the "source" problem, that is, the product's differentiated definition and value presentation; Second, we must pay attention to the planning of the channel, for the implementation of a unified multi-channel model, one-on-one practical and customer docking Offensive and defensive at the time; the third aspect is one-to-many breakthroughs when purchasing for large customers, and breakthroughs are achieved through group procurement.
Differentiating product value, product differentiation, and value presentation are essentially convincing reasons why a product can distinguish a competitor and can sell a higher price.
Here we look at the process of differentiation of the first product. This part is determined by the creative ability of the company, but the determinator is not a person but a platform for collective intelligence. ,
Excellent products should be like a standard cut of 57 faces (Note: 57 faces means that the diamond's bottom end has not been flattened and pointed; 58 faces are to grind the bottom of the diamond into a flat face, with one more face) Like diamonds, each side is wonderful. If you compare all the features of a product to a selling point, value, advantage or advantage, then each side can bring different values ​​to different customers, and each side can Correspond to meet the corresponding demand of some customers.
Therefore, enterprises must master the ability to re-plan, apply and package products. From the perspective of planning, we can re-examine enterprises, products, markets, customers, and sales processes, and reshape the differentiated advantages of products.
We have found that many companies that have implemented product differentiation even know only the company's management, R&D, and planning layers, while the downward-moving business people, distributors, large customers, engineering customers, and retail customers do not know or know the information. Extremely limited, so that the disconnection or inappropriate communication or transmission of any one link will affect the marketing effectiveness of the channel terminal.
Most of the sales of many companies have only achieved the transfer from the production area to the circulation area. To make the products in the circulation area achieve sales in the consumption field is the biggest problem faced by the terminal.
One-on-one combat offensive and defensive One-on-one offensive and defensive goals are to achieve a breakthrough in relation to a large number of transactions quickly, or to enter the large customer procurement model, through a safe and effective customer interaction model.
In the traditional sales process, due to the lack of proper training of sales personnel, many sales opportunities are lost, and each person is only complacent about the realized sales, rather than worrying about lost sales opportunities. ,
Offensive and defensive are the basic elements in the sales process. If a salesperson cannot master the basic principles of offensive and defensive and master the appropriate weapons, they are in touch with the customer to do experiments with the customer, find excuses for the failure results, and tell the company's products. Because it is impossible to sell for a variety of reasons, instead of finding the real problem of breakthroughs and solutions, salespeople who have not been properly trained are the company's biggest costs.
In the sales process of the terminal, if the usual sales method is used, only about 10% of the customer's turnover rate can be achieved, and 90% of the customers are turned to our competitors. Who is responsible for the loss of these customers?
In the actual sales process, people who understand the product do not understand sales, and those who know how to sell do not understand the product. This is an important reason for problems in the implementation process.
Without adequately prepared and armed sales personnel who are sent directly to the battlefield, they do not possess the necessary weapons to attack and defend. When faced with the enemy of armed to teeth, the final result must have been a disastrous defeat. Therefore, the current market requires sales personnel to fully grasp the product technology and sales technology, and if they are properly used, they can achieve breakthroughs in performance with the existing conditions completely unchanged.
There are three centers in the one-on-one sales process: professional sales staff; customer needs and products. Excellent sales staff are centered on customer needs, while ordinary sales staff are centered on products.
Sales personnel are the main players of the match. They need to keep up with changes and master the progress and rhythm of offense and defensiveness. The key to offense and defense is to find and guide the needs of customers, and at the same time, they can meet the needs of customers with the best products.
By clarifying the principle, you can get rid of the mentality of short-term aggressive and blind transactions. To understand the realization of sales, it is not because you want to sell but the customer wants to buy.
How to achieve product differentiation? Adding a culture that can be disseminated to the product can achieve differentiation. One function that must be done for the enterprise is to fully develop the product selling point, so that each dissemination link in the marketing channel can grasp the product differentiation technology and pass it on. This is the key point for building a corporate brand and cultural influence. The differentiation is not limited to the product itself, but can be differentiated from more perspectives.
Do not limit yourself to the product itself. The product itself has no value. Only when it is combined with the corresponding requirements, it is truly specific and valuable. At the same time, it should be noted that the focus of different types of customers on selecting products will be different.
The ability to differentiate products is the core competitiveness of gift brands!
One-to-many consensus formation Multi-channel collaborative marketing In front of us, we reviewed the differentiating marketing processes of gift companies from manufacturers to terminals. Each of these links needs people to perform, and from one-to-one to one-to-many communication. The process needs constant optimization and innovation, which is one of the breakthroughs in increasingly competitive gift marketing.
Above we explain the basis of marketing, in reality, manufacturers and dealers will choose different channels for marketing, in which the essence of the problem is actually three words: connection, interaction and communication, its purpose is to achieve rapid product and various types of customers Docking.
The modern and complex business competition is no longer like a purely samurai duel in the Middle Ages. It is more like modern interactive electronic games. New rules, roles, and scenarios continue to emerge. They are fully deduced by many companies and are filled with more variables in the competition. And uncertainties, which multi-level barriers to communication so that marketing execution greatly reduced.
Enterprises need to grasp both strategies and terminals at the same time. How to better balance strategies and terminals is an art. Fast-growing companies have their own “quick enclosure modelâ€. This is the construction of a strategic terminal.
Constructing a strategic terminal is a new type of business operation thinking, emphasizing the execution power from strategy to terminal, providing systems, strategies, methods and means, and enabling enterprises to carry out at the lowest cost, from the outset, to a correct and continuous Progress and cycle accumulation process.
In the process of implementation, full consideration is given to the details of the various aspects of commercial implementation, so that each terminal salesperson is doing the most important part of marketing: dissemination and communication to drive the company's profitability and continued profitability.
The construction of a strategic terminal will therefore become the most strategic and methodological method for implementing business in the future. This method is applicable to any business, enterprise, terminal, or even individual who wants to become a brand.
The idea of ​​constructing a strategic terminal helps companies to grasp the correct implementation methods, so that the company's ideas, ideas, culture, values, brands, etc., are all correctly constructed and embodied in the business environment.
Building a strategic terminal is to build brand value by doing faster, better, more comprehensive, and more in-depth innovation than competitors.
The combination of business model innovation and technological innovation can even enable companies to redefine the new meaning of their field, and have the opportunity to become the leader of the industry, and even get the industry development opportunities dominated.
Communication during the sales process usually begins with one-on-one contact with individuals. The purpose of one-on-one communication is to win more opportunities for one-to-many communication; then the two sides of the communication represent a group behind them, and their communication effect determines whether the two groups can eventually reach a cooperation.
This part can also be called conference marketing, as long as it is for sales of two or more customers, in order for them to reach a consensus, can be called conference marketing.
From one-to-one communication, the opportunity for one-to-many communication is the key to realizing the sales of big customers. However, we found that most sales people cannot start with complicated sales because they are making more people reach consensus at the same time. The process cannot be effectively grasped, and it is not even known how to promote customer groups during the meeting, and how to skillfully use the internal barriers between them to promote sales.
Effective conference sales should not be to educate customers, but to promote customer thinking; not to give answers, but to explain the problem; not to provide services, but to show the services that can be provided; not to flaunt the ability, but Show your style and philosophy; instead of letting customers buy things, let him get what they want.
We can see that sales is a process, not a result. Mastering the one-to-one and one-to-many communication is different. We use the comparison on the right to find out the key points. Below we have listed four key links for one-to-many communication.
One-to-many communication focuses on one: Spreading ideas and presenting value.
Presenting the brand concept for more customers at the same time and providing the necessary information to the customer is the basis for forming a consensus within the customer, and it is easier to form a group purchase intention.
In the conference, not only can participants clarify their questions, but they can also use audio-visual equipment to enhance their understanding and interest in information.
One-to-many communication focuses on two issues: collecting information and clear goals.
In the process of conference-style sales, we have established a good impression with the participants. Afterwards, it is very easy to visit and meet with the people.
One-to-many communication focuses on three issues: solving problems and forming consensus.
Enable customers to appreciate the brand's professional capabilities and establish the best impression of your product.
To listen to the opinions and ideas of customers, they can also propose constructive solutions to help customers solve problems or propose proposals.
Consensus formed with more people, making it smooth during the in-depth tracking of future projects.
One-to-many communication focus four: Promote the project, agreed goals.
Provides a professional and fair selection platform for customers. This platform helps customers to select products that are suitable for themselves more efficiently and quickly, and at the same time creates the best targeted sales platform for the brand.
Pay attention to creating a perceptual understanding of the environment, and use persuasive data to persuade them, and use experts to positively prove the necessity and timeliness of cooperation.
Customer decision-making is a group, and its internal relations are very important. The key to this is how the person presiding over the conference marketing manages the situation, clears the goals of the meeting, and grasps the hearts of all the participants.
In the whole process, the most critical point is to form a consensus of the whole, draw support from the supporters, and allow the minority to submit to the majority, so as to promote the final transaction of the entire project.
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