Reading guide: Two important roles in sales determine our sales strategy: selling products and buying products. The sales strategy of selling products is to focus on the product, and the cost performance = product value / product price. The sales strategy of buying products is customer-centric, cost-effective, and the practical value of the product/product price.
Cases
A decoration company received an "acute sub" customer, the customer to the store just sat down directly to ask for the quotation and the included items, and said that before coming to the company for consultation, but also to xx decoration, xxxx decoration two companies consulted, because they have done the same type of house decoration, so want to complete the decoration work within the established budget.
In the afternoon, when the designer took the customer to see the construction site of the community, the customer said that the construction site was very good and standardized, and if the friends around him had decoration needs, they were willing to build bridges and introduce them to us. But he still has to discuss the issue of quotation with his family, and he said that he wants to complete the decoration within 100,000 yuan. The customer said that he could not accept the quotation of A decoration company, and the designer clarified with the customer the difference between the quotations of different companies and the advantages and disadvantages of finding guerrilla decoration, and the customer still had a large objection to the price, and even wanted to find relatives to decorate.
According to the interview with the client, the designer said during the review:
1. The customer said the quotation problem at the time of measuring the room, but did not quote the customer directly.
2. The purpose of inviting customers to meet the company is to let customers see the strength of the company and the professionalism of the designer.
3. I have made the same house type, but the customer only recognizes the price.
Improvement suggestions: the next will be for these customer groups to do analysis and material collection, and then the emergence of this situation can make the customer aware of the advantages and disadvantages of choosing the company and self-installation, in addition, the customer has started construction, the customer in the construction process, what needs to be consulted by the designer and then follow-up.
Why, after explaining the problem of quotation and the disadvantages of finding guerrilla decorations, still have big objections to the price? According to the communication with the customer, the department head focused on analyzing the customer's psychology and problems:
1. The process of measuring the house to see the construction site is very good, and the customer cares about the quotation for many reasons: financial problems, insufficient attention to decoration, and the ability to live on the line, and the crisis awareness of the designer's communication with the customer is not transmitted.
2. The customer recognized the designer's dedication, and said that the designer introduced the customer, and the financial problem could not be embarrassed to express itself in the company's decoration.
3. The customer's community is a key real estate, so the loss of this list lies in the fact that the pros and cons of finding a personal decoration are not paved well.
Failure cause analysis
Question 1: What are the problems of designers talking about orders?
Two important roles in sales determine our sales strategy:
The first is the sales strategy of selling the product, and the second is the sales strategy of buying the product.
Sales strategy of selling products: product-centric, product packaging, selling point combing, value shaping. It is the functions and benefits of the product that are sold, and it is obvious that in the case, the designer did not clearly discuss the company's advantages, including the benefits to the customer. Cost-effective = product value / product price.
The sales strategy of buying products: customer-centric, customer demand, personalized buying point building, personalized value shaping, cost performance = product practical value / product price. What is sold is an index that matches the needs of the product, and the designer's sales position in the article is problematic and in a state of independence.
Question 2: What strategies should be paid attention to when negotiating and copying orders for price-based customers?
Therefore, in this case, the designer always gives a roundabout answer to the customer's price without giving a direct answer, which is wrong, and the strategy of negotiating the order has four steps:
Four-step strategy for negotiation strategy:
The first step is to tell the customer directly what the price is.
The second step is what is included in the established price, which includes the content of the basic decoration and the content of our supporting main materials.
The third step is to guide customers to visit the exhibition hall so that what you see is what you get. In this, we should pay attention to the value shaping of products.
The fourth step is to sign a contract commitment, and we can make a written commitment to the service and quality issues that customers are still concerned about. In terms of copy strategy, it mainly locks customers by digging out customer pain points or creating customer insecurity.