In today's fierce market competition, terminal sales are becoming more and more difficult, especially in the face of many factors such as product homogenization and process equipment equation. Our smug and proud "selling point" seems to be overnight. It disappeared. Yesterday, we still boasted our crafts, details, honors, etc., but today you go to see, every family is almost the same, you have some of you, he also has you, he even has, like a twin brother, there is a stop You and I are difficult to distinguish, this can be difficult for our sales staff. Every time I went out to the training, the shopping guide asked me: "Mr. Wang, our products and people are almost the same, the price is so high, how can we sell this?" Indeed, there are so many brands on the market, why are customers buying? your product? There is only one reason - different! Not because you are cheaper or because your product is better, the decision to choose the customer is "differentiation" - your product is different from others, and the customer just agrees with your point of view and difference. What we call differentiation is actually the refinement of the so-called "selling point."
Let's take a look at the definition of "selling point" - the selling point is what we usually call USP in marketing, that is, the unique claim of product sales. How about the sales of a company's products is closely related to the product concept and selling point. Usually, the “selling point†in marketing activities is mainly achieved through the two methods of refining and customer refining by manufacturers (including manufacturing companies, middlemen and retailers here). Let's do a simple analysis.
Manufacturers refine "selling points"
The manufacturer refines the selling point, which refers to the summarization, generalization or value given by the relevant personnel before or after the production of a certain product of a certain enterprise, so as to obtain a certain competitive advantage in sales. The "selling point" that manufacturers refine is mainly derived from the following aspects:
Front, manufacturer's hardware equipment. The hardware equipment of an enterprise mainly includes sales network, floor space, production equipment, personnel scale, etc. The hardware is the embodiment of the strength and capability of the enterprise. The sales personnel usually evaluate their leading position through powerful hardware.
Second, the manufacturer's software. The software mainly includes high-quality team, service concept, corporate culture, industry honor, social status, sales scale, etc. This is a manifestation of brand influence and is also proud of many sales people.
Third, the product itself. It mainly includes the material, process, function, detail, color, shape, quality, environmental protection and humanization of the product. It is more common to refine the selling point from the product itself, and it is also the customer's concern. After all, the product itself is the "carrier" of all values.
Fourth, give the product extra value. Through a series of research and market planning, the market positioning and crowd segmentation of products, "value-added" products, or create new product concepts, use concepts to highlight selling points, and even the product concept is a big selling point of products.
The "selling point" refined by the manufacturer is completely raised from their own point of view. It is the propaganda and promotion of the enterprise according to its own advantages. Although it has also been positioned and subdivided, it is still general, and the introduction and notification of the "selling point" It also needs terminal sales personnel to spread, so the current "selling point" has not yet played a real sales role. We call it a "selling point" or a "selling point" in processing. This must be done through deep processing of the terminal to become qualified." Selling point."
Customer refines "selling point"
Some readers may be surprised: "Is it wrong, the customer will also refine your selling point? The customers I met are hitting me, what they are doing is disguising the selling point!" Yes, in the sales process Many of the "selling points" that can contribute to "selling" are mostly refined by customers, not just those taught by manufacturers. In the market visits, it is often found that many brand sales people are holding a product manual issued by the manufacturer to strengthen.
Ask her: "What are you remembering?"
Most will answer "the selling point of the product."
Ask another question: "Is there so many selling points for memorizing? How about your sales performance?"
This can ask questions. They seem to have been complained about how much they have been wronged: "The manufacturers let us recite these things every day, but also have to take the test, saying that only when they are familiar with the product selling point can they take over the order, but the customer simply does not listen. You said, we think that we are the king's wife to sell melons. The more you talk about, the more he is disgusted, and he has not received a few orders. Is it that the "selling point" refined by the manufacturers is useless? No, the product is really good, and the "selling point" is also very precise. The problem is that the salesperson did not accurately transmit the "selling point" of the product to the customer.
We call it "buy point" in front of the customer, the concern of the customer, and this corresponds to the "selling point" proposed by the manufacturer. The "selling point" is put forward by the manufacturers themselves. It is from their own point of view. If the sales staff just sells the so-called "selling point" to the customer, it is to impose their will on the customer, and the customer will certainly not accept it. So the effect can be imagined. Paying attention to "buying points" means looking at the problem from the perspective of the consumer and considering the problem. This is what we usually call the customer to help the customer solve the problem he is facing. Only in this way can the customer be recognized. The essence of sales is the communication between people. The salesperson must not only memorize his "selling point" but also must understand the "buying point" of the customer. When the "selling point" and "buying point" are equal, your "selling point" "It is the function. If you can't put the equal sign, your so-called "selling point" is not a "selling point" here, it can only be regarded as the basic attribute of the product. Of course, if you want to understand the customer's "buy point", you must pass the good communication in the early stage. The more effective way is to ask questions, and understand the customer's needs and ideas through questions and closed questions. Therefore, we must remember that in order to play the role of "selling point", we must first know the "buy point" of the customer, and then realize the benign connection between "selling point" and "buying point".
Second, guide customers to pay attention to our "selling point" according to the actual situation of customers. There are two concepts involved here: explicit and implicit. Explicit demand is proposed by the customer himself. For example, the price of the product he wants is cheaper, the color is red, the volume is relatively small, etc. We can only meet this demand, and use our "selling point" to satisfy him. . The hidden demand is the concern or concern of the customer, but he does not speak it or does not realize it at all. It is a potential need. At this time, we must guide the customer to know his concern. Of course, this concern is also It is one of our core "selling points." For example, in the sales process of indoor homes, many customers use a price, raw materials, style, style and other aspects as indicators to measure a product or brand. As long as the style and style are like, the price is not high enough to accept, this is also the customer. The explicit demand is that the problem is that our products do not have much advantage in these aspects. Relatively speaking, the price is relatively high, the style and style are similar. At this time, we must guide the hidden needs of customers and let him notice. Our core "selling point" - environmental protection - of course, this is also a must to pay attention to the choice of home products. In this way, we distract the customer's attention, and then use other technical methods to amplify the interests of environmental protection and reduce the advantages of price, style and style. Most customers will rethink the standard of their choice of products, so we There is also a winning weight. Here we summarize that sales are not about selling products, but about how customers choose products correctly. Of course, this standard is definitely for customers to use our "standards" to measure other brands.
Third, refine the "selling point" by resolving the advantages of competing products. This is to tell readers how to show their strengths by cracking down on the selling points of competing products. Readers of the furniture industry should know that a key part of the wardrobe is the pulley. It can be said that the quality of the pulley is an important indicator to measure the quality of the overall wardrobe. The XX brand has been promoting: "The bottom of each wheel of your own There are two anti-jump devices, which are safer to use; most of the other brands only have one anti-jump device or no anti-jump device, which is easy to derail when taxiing.†This is indeed a big advantage, and inside the industry, this advantage is Very large, it is difficult to surpass, but when customers go to the AA brand comparison, they heard such a saying: "The XX brand has two anti-jumping devices. Because of the poor quality of the pulleys and the guide rails, the combination is unstable, so it is easy to derail. Our product quality is very stable, no anti-jumping device is needed at all, and the anti-jumping device will wear the guide rails and shorten the service life." It is really a genius, it is a disadvantage, but after her description, it has become an advantage. People still believe that I can't help but think of a brand attack on Haier: he served well because of his poor quality.
Fourth, according to the customer's question about the so-called "disadvantages" of our products, the "selling point" is refined. Investing in strengths and avoiding weaknesses is an important link and means in the sales process. We prohibit our own sales staff from smashing competitive brands. However, we must make good use of the competitive products against our so-called "disadvantages", which will have unexpected effects. In the kitchen cabinet market, there are often some brands slamming the European faction that "the price of the European party is high because he has done too much advertising, and he has given money to CCTV. Consumers are actually paying for the advertisements of Europe." I don't understand what is going on, so I went to the door and asked, "The XX brand said, you are doing advertising at such a high price, you can make it cheaper, or you won't buy it," "high price" and "play "Advertising" was not directly related, but the provocation of such a provocation became the shortcoming of the European faction. Many shopping guides also explained the unclearness. There were more and more people who attacked the Europeans in the past. Originally, the products are almost the same on the surface. You have other crafts, and why are you so expensive? In the case of a market visit, the guide of the purchaser Xiao Li made it difficult for me to refute. She answered this way (with a proud tone): "Yes, it seems that you really understand Europa, we are at CCTV. Advertising, this is the need for brand development, advertising in CCTV is subject to strict review, the general brand wants to advertise is not qualified, and this is also the embodiment of our strength, you think about some brands even advertising Can't you dare to believe in the quality of his products?", a question asked me to be speechless. Originally, "high price" and "advertisement" are not an advantage for Europa, but she said so. It has become a symbol of quality and strength, and it is also an unparalleled big selling point. The same question depends on which angle you are considering. There is an unintended effect in the alternative.
Fifth, use skills to highlight "selling points." One of the purposes of refining the selling point is: people have no me, people have me, people are better. “People have no me†is easy to understand, and is often used by most sales people. There is not much analysis here. "People who turn me" generally means avoiding the advantages of others. Don't use the egg to hit the stone. Here we understand that by taking advantage of the opponent's disadvantage, we guide the customer to think from the opposite side. The third point mentioned above is " The specific thinking and application of "people are better than me". Let's take a look at "people have me", here we are divided into two small concepts to understand: First, we are better than others. This advantage is obvious and easy for customers to compare and understand. Second, how do we demonstrate our advantages when our products and competing products are the same? In actual sales, we find that the customer's concern is not “what do you sayâ€, but “how do you say itâ€, that is, the same product and the same sentence, your description and display are different, giving customers no feeling at all. same. In the article "Impressions on the "Customer Consultant" Sales Method", the author once mentioned that it is also a piece of paint material of the XX brand. When the salesperson simply uses the language to describe how good the quality is, the customer does not recognize it. I think that all brands are the same, you are not expensive to sell; but when another salesperson uses a rubber hammer to force the sheet to let the customer experience, the customer is immediately convinced, because the ear is a false vision, he is really I feel that the quality is really good. Another case is about the Y brand hinge, which is also a product. The personnel of the A brand are too tired to explain to the customers. The customers look at it, and the sales staff of the B brand teaches the customers how to disassemble. Let the customer experience the quality of it first, and the customer placed an order on the spot. It can be seen that the ability and skill of the salesperson is also a major factor in demonstrating the “selling point†to refine the “selling pointâ€.
Seeing everyone here should understand that our so-called "customer refinement" selling point is actually a flexible refining and application of "selling points" in the sales process in combination with customer requirements, preferences and actual conditions, rather than marketing the so-called “Selling points†translates from “knowing customers†to “customers need to knowâ€.
to sum up
The refinement of "selling points" can not be completed overnight, and the "selling point" is not static, but is always refined at any time during the sales process. I hope that the sales staff will accumulate more sums and summaries, find more "selling points" from the products you sell, and form a set of words that are completely suitable for you. I believe that your performance will be even higher!
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