The most common question left by the backstage dealers is: "Now, the goods are too difficult to sell, what is the good model recommendation?"
In fact, the model is not the key, the important thing is that we need to recognize the root cause of the sales difficulties. From a macro point of view, the market size of health care products has exceeded 600 billion, and it is expected to exceed 800 billion by 2027. But why do we feel that it is getting harder and harder to sell, and that we are selling less and less?
These may include "a wide variety of products in the market", "fierce competition and fierce price wars", "consumers are more inclined to buy online", and so on. But at the end of the day, I think it's our team that's too speculative, too eager for quick success, and not enough professional service capabilities. Especially in the elderly health industry, professional services and value creation are our core competitiveness.
Rent a space, set up a few chairs and start selling, lack of service, brand and culture, and sell products with a focus on discounts and ignore results. The so-called endorsement and relationship that I rely on is more empty than a kidney, how to build trust, and how to sell well?
What's worse is that many dealers and investment platforms are advocating and touting this "fool-like, rough-and-show" fast-selling model. This model only talks about routines, ignoring products, only pursuing profits, not creating value, only talking about prices and discounts, ignoring brands and cultures, and only focusing on immediate interests, not considering sustainability. These investment companies and platforms are the driving force behind the industry's predicament.
No matter how big a tree is, if the roots are broken, no matter how many leaves grow, it will only be temporary.
The team that adopts the fast-selling model lacks propositions and values, and performance and war reports are their only spiritual food. A person who can make a phone call and add WeChat, reciting a piece of investment promotion skills, and begins to attract investment. The dealer who followed the work did not consider that he could have market experience, solve industry problems, and listen to make money. However, I didn't know until I did it, but now I don't know what to do!
Not being professional, not wanting to be professional, is the problem of the whole industry.
Those who do investment only attract investment and do not operate directly, and those who do the market only hold meetings and do not serve. When the investment promotion association or the usual gathering, everyone compares not the product quality, system scale, market value, and professional level, but the price, model, and routine. If a thing is detached from the essence and only focuses on the surface, if a plan ignores the Tao and only seeks the technique, the result will naturally not last long, and it is expected that it will not be sustainable.
Distorted values are not a problem of individual individuals or individual markets, but a common problem of the entire industry.
Sometimes, when I talk to some dealers, I say, "The pricing and selling price of this product should be balanced with the actual value of the product, and if you want to buy it for a long time, it shouldn't be so expensive." But many dealers responded: "This is too high a discount, the profit margin is too small, we make too little, we can't do it." ”
Is it true that there are people in the market who can sell products that have negligible costs, no effect, and no brand, and the price is not low? Because they do not rely on the product itself, but on the model, the rhetoric, and the routine. Therefore, a Jianghu teacher, grasp a Jianghu product, design a Jianghu model, and become an investment company.
The whole industry is eager for quick success and quick profit, which is criticized by the society, and the rise of fast sales is the main reason.
I have also emphasized many times that the market has changed, customers have changed, and the era of profiteering of health care products has completely passed. The core competitiveness of the future will rely on professionalism and service. Although many dealers agree with this, they turn their heads and ask you: "Can you just 'do it naked'?"
In fact, there are many high-quality products and items on the market. However, when we choose a project, we must have the right mentality, because formal operation is a long-term solution, and long-term operation can bring lasting benefits.
First of all, before choosing a project, it is necessary to deeply analyze your own market situation and analyze the main problems. If it is a problem of your own market operation system, then no matter what product or model you choose, it will be difficult to succeed, because the market is operated by you, and most of the profits are also obtained by you, and you need to solve most of the problems.
Secondly, don't blindly follow the trend, listen to and believe, and think twice. For example, this year's "super community", those companies that entered the market after this year's Beijing or even Nanjing exhibition may now regret it. No matter how bad the project is, there are people who can make money, and no matter how good the project is, there are people who fail. The core of success is still up to you and your team. Dependence on others will never last long.