A two-pronged approach, it’s no longer difficult to get your customers

What are the buying and selling points? A person's buying point is "anything that I care about and hope to obtain", which is personal, including personal identification, the value of things, and so on. What is the selling point? It is the point of view or something that everyone recognizes. Generally speaking, buying a point is private, and the interests should be thoroughly explained; the selling point is fair and straightforward, and the person must be recognized and supported by the public. To give a simple example: If you have a good relationship with the CEO of this company, then this boss has a personal point of purchase. However, if your selling point is not enough, the boss will not support you and will not buy it. Because in the legal society, especially in a democratic enterprise, it is a matter of everyone to decide what to buy.

A person's buying point is private and rational; one's selling point is public and emotional. In the process of deciding to purchase, especially in the organization's purchase process, key people are particularly concerned about other people's opinions, opinions and feelings, you must know this.

Remember: People buy for their own reasons, not for your reasons. If you want to cooperate with customers, you must first consider: his buying point, what is his personal demand? If his personal needs are better met by you; then, his "public" aspect, as long as the feelings are good, the details can be discussed. Smart businessmen know that when you are doing a transaction, the first thing you should consider is not to earn money, but to gain the hearts of the people and to communicate with each other!

When you buy a key person, you have to sell it to us to recall: When you used to buy, what are your own satisfaction, and what must be referenced and estimated by Others' comments and opinions? How is the decision made later? When you publish some opinions and opinions on more open occasions, can you do it completely in your heart? Who do you have a real impact on? Have you played before, and under what circumstances are you willing to play? Are there any very special and very good ways of buying around you, can you analyze them from the point of view of buying and selling? Answering the above questions, we will understand: From the point of view of buying and selling points, from the perspective of private and public, some purchases are as long as they are satisfied, and some purchases must consider others. .

In the purchase decision of multiple people, especially in the organization purchase process, key people pay special attention to the opinions, opinions and feelings of other relevant people. Therefore, in order to consider a key purchaser's point of purchase, we must consider what the key person's selling point is. The reason for many sales failures is that the seller lacks an understanding of the selling points of key people.

Let us take a look at the following example: Zhang Hua, a salesperson of a company, on behalf of the company on the sale of auto parts, went to visit Chen Liang, who is both a classmate and the director of the purchasing department of a large automobile manufacturer. After listening to the introduction of the old classmate, Chen Liang said that he would help him as much as possible. Zhang Hua is very happy and waits for good news with confidence. However, after a while, there is still no audio. He went to understand the situation, and the old classmates said with a hard time: "I don't want to help you. Several companies with similar qualifications have contacted us, and all of them have come. We can't find other families. The reason." Zhang Hua did not understand: how the old classmates did not give face, in the end what went wrong?

This example tells us that in a social environment where the law is increasingly sound and the market is gradually regulated, the seller must follow the rules of the market to obtain orders, and only rely on the door-to-door relationship to sell the goods. In the face of growing difficulties, the seller must pay attention to the selling point of key people.

Grab the selling point and grab the buying point, so your business will succeed. However, there are many customers whose buying points are hidden, or from his personal point of view, and some can't even be said. If we want to sell successfully, we must understand what he can't say. For example, if a company buys a car, what kind of car is it good to buy? If it is a user, such as a driver, an office director, or a vice president, he will definitely say that he still buys Mercedes. Because Mercedes is a symbol of majesty, it is a sign of success. However, there is another reason to buy Mercedes-Benz that everyone has not said, that is, oil money does not have to be embarrassed. If the oil money is going to be self-defeating, it is estimated that no one will buy a "fuel-intensive" Mercedes-Benz, and will give priority to fuel-efficient cars. Therefore, there is a point of purchase that cannot be said inside - you don't have to pay for it yourself. On the contrary, the selling point is the consensus of the public and everyone, that is, "buy Mercedes-Benz can display the company's image", this reason is enough to be crowned! At this time, the buying and selling points are unified, and the business is made.

Case:

Jiamusi Paper Mill is one of the three major paper mills in China. The production and sale of newsprint is one of their main businesses. Lin Qiang is responsible for market development in the three eastern provinces. He got the information that a newspaper in Shenyang needed to buy a lot of newsprint.

So he went to visit the newspaper's Purchasing Minister Wan Guoli. Minister Wan is an authoritative purchasing talent, more than 50 years old. He is very expert and familiar with the industry and knows about the Jiamusi paper mill. He asked Lin Qiang about the basic technical specifications of paper, including grams, actual thickness, tension, water absorption, ink absorption, etc., all of which are more satisfactory than the paper they use now, and the price is also higher than the paper used now. Slightly lower. Of course, these are just buried in the heart, he will not tell Lin Qiang.

Lin Qiang was not stupid. When he visited the newspaper's printing workshop, he quietly tore off a piece of newsprint and put it in his pocket. After returning to the test, he also knew that the paper in his factory was better than the paper used by the newspaper. He felt that the situation was good for him. However, Wan Guoli did not deal with him because of these advantages. Although the arrow is already on the string, it has been delayed.

As a senior salesperson, Lin Qiang knows that if you just wait passively, it is very likely that you will make a list of hopeful ones, and the longer you drag, the more unfavorable you are. Why is Wan Guoli not willing to deal with himself? Lin Qiang thinks and thinks that there is no problem in the public aspect, so what about the private side? Lin Qiang decided to take the initiative to find a breakthrough.

Lin Qiang began a lot of contact with Wan Guoli and launched a series of investigations. Through the investigation, he learned that the newspaper has a normal relationship with the original supplier, and there is no special relationship. Other suppliers are small customers, which cannot be compared with the strength of their own factories. He also learned that Mrs. Wan Guoli’s wife is also a newspaper, and is the deputy president. The two of them have been in the news unit for a long time. They have traveled all over the country’s famous mountains and rivers. They have never been to Russia and want to borrow before they retire. In the name of going to Russia, it was a wish. These are all learned by Lin Qiang from the side and confirmed by himself.

Lin Qiang returned to the factory and reported the situation to the sales minister. Through research, the sales department decided to hold a national newsprint product ordering conference in a border city near Russia, and invited the directors of the purchasing departments of the national newspapers to participate. Wan Guoli was naturally listed at the meeting. His wife was the deputy director in charge of logistics. One of the report topics was suitable for her, and the sales department also sent her an invitation directly. In this way, the order fair and the trip to Moscow were on schedule. The Wan Guoli couple don't have to spend a penny on their own, and their wish is fulfilled, and this list is just like this.

Case Study: (1) Who is the key person in this case? (2) What are the buying points of the newspaper? (3) What do you think about invisible buying? Analysis conclusion: There is no doubt that the Minister of Purchasing Wan Guoli is a key figure in this case.

Lin Qiang's success is that he has captured this key person well, and has given the key points of selling and buying points very well, and achieved harmony and unity, so this list can be achieved as expected. What are the buying and selling points in this case? Please see the following table: "Selling Points" that have appeared in "Buy Points"

Being recognized by others to showcase their professional knowledge and consolidate their own powers. The opportunity to go abroad does not have to worry about the quality of large companies. There are more opportunities for cooperation to meet the expectations of superiors, to make their own pragmatic price commitments, high quality products, good cooperation, large companies. Reputation to assist related product development and procurement price commitments and reasonable commitments to be more credible to meet the expectations of superiors In this case, the buying and selling points are very full, and salesman Lin Qiang also tapped into a hidden point of key people: public travel to Russia And still in principle. At the same time as the key people buy, the selling point is also very full, including the company's paper quality and value. Therefore, it is reasonable to reach this list.

In some sales cases, mining hidden purchases often becomes a key factor in achieving a deal. However, since hidden purchases cannot be made publicly, it is necessary to grasp the skills when digging, otherwise it will screw things up. Generally speaking, when mining hidden purchase points, we must pay attention to the following three principles: (1) When the other party is extremely happy, to find out what he likes, because "they have desires, they can't hide their feelings." (2) When the other party is extremely scared, come to find out what he is afraid of because "it has evil, and can't hide his feelings." (3) For those who are in the mood of anger, find out the inside of the person from the person he is close to.

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