catalogue
First, purchasing behavior: the quiet changes in the past 30 years
Secondly, based on this environment, combined with purchasing process and purchasing consciousness, the sales concept based on value.
Recently, I have been reading Value-Oriented Selling from 1 1 to 65438+2 months, which is very enlightening to my current home manufacturing industry. Especially in the current economic slowdown of the real estate market, the homogenization of products in the home market is serious, and the low-price competition is bad. In this big environment, reading this book gave me the direction of inner efforts. I deeply agree with the idea of value creation emphasized by the author of this book. For the essence of this book, I have arranged it as follows for the reference of friends in the real estate, building materials, home furnishing and sales industries. The following is excerpted from Cui Jianzhong's Value-oriented Sales.
First, purchasing behavior: the quiet changes in the past 30 years
Great changes have taken place in the global market in the past 30 years, especially in China. In China, the market has spanned the era of industrial revolution and information revolution in almost 30 years, and it is in full swing at the forefront of the Internet era. In this drastic change, two basic factors have greatly influenced customers' buying behavior: product surplus and Internet.
The impact of overcapacity
Customers have mastered the initiative of purchasing, so that sales are in the selected position. Customers have strong bargaining power in front of sales.
The purchase behavior becomes simpler.
Among single, simple and repeatedly purchased products, low-price competition is the most serious problem, such as feed, plastics, steel, standard parts, auto parts, consumables, building materials and so on. The technological innovation ability of these industries is limited, and it is difficult to obtain better profits through innovation. In the fierce competition environment, it is difficult for suppliers' products to be fake and shoddy, especially long-term partners. Buyers don't need to spend energy on the repeated trade-offs between products and solutions. Some products are even exempt from inspection, and attention has shifted to products.
Customer means no longer paying attention to the evaluation and selection of products, because there is little difference and suppliers lose their comparative value. They turn their attention to the price of products, because price is the most obvious difference. If you don't bargain, people will lose, customers will take the initiative to be strong, and suppliers will be passive and weak. The second is to pay attention to what additional value suppliers can provide besides products. For example:
The boss who buys feed pays attention to the MBA course of raising pigs.
Companies that buy software pay attention to process combing.
Government departments that purchase security pay attention to the security strategy of manufacturers.
Companies that buy homes pay attention to the measures provided by home furnishing enterprises to improve the layout.
Customers who buy professional clothing pay attention to the professional professional image consultation provided by clothing suppliers.
Impact of the internet
Information is more accessible to customers.
Customers have a thorough understanding of suppliers; Customers have a deeper understanding of their own needs and a clearer understanding of what problems they want to solve.
A wider range of choices.
Looking for suppliers to purchase, suppliers all over the world can be at your fingertips. Fierce competition makes the purchasing behavior more transparent, and the black-box operation is greatly reduced. Some relational sales orders cannot have high sales value, because buyers also know that the internal audit supervisor can easily obtain price information, and if he goes too far, he will face risks. At the same time, the relationship sales wool is on the sheep, and finally the relationship cost is recovered from the customer.
Secondly, based on this environment, combined with purchasing process and purchasing consciousness, the sales concept based on value.
Value of sales's definition: value of sales is a collection of value creation and value transmission activities.
Deconstruction 1: Actual value = value contributed by products+value contributed by sales staff.
Deconstruction 2: Customer Value = Actual Value * Customer Cognition
Deconstruction 3: transaction formula: customer value-customer cost >; 0
The settlement formula of value-based sales is:
(value contributed by products+value contributed by sales staff) * customer perception-customer cost > 0
From this formula analysis:
1 Sales staff should create value;
2 Sales staff need to make the value created by themselves and the value created by products accepted by customers;
The seller should increase the value, but this increase cannot increase the cost too much at the same time. The lower the marginal cost, the better. Otherwise, it is better to reduce the price directly.
Development of sales methods;
1 the development of sales methodology stems from the change of cognition of buying behavior. A better understanding of procurement is to make the sales methodology more in line with the procurement law.
The development process of sales methodology is the process of creating more value for customers.
3 from the path of creating value by solving problems to the path of creating value by performance. In value-based sales, the solution describes the realization process and means of work performance, process performance and organizational performance. Products are no longer the center, and the added value of sales contribution may have nothing to do with products. When the creative space of sales is separated from the product, the curse of sales may be broken, because the previous methodology was to consider doing Dojo in a limited space. And value-based sales is to change the space and have more possibilities.
The customer screening method is as follows:
The problem concern table is as follows:
Successful case set:
1 Select case: similar industries and similar customer problems.
2 customer background: emphasis on industry attributes
3 customer goals or problems encountered: 1-3 customer goals, not your products.
Your solution: how to help people solve it, simply say.
5 Value brought to customers after solution: Quantify the value, preferably in terms of money.
6 customer testimony
The table of values is as follows:
? Why does the client want to see you? Look at the face value!
Provide value
1 business experience
2 industry opportunities
3 Invisible problem
Five solutions
4 success stories
5 help with purchasing
Provide value examples:
Share experience in the same industry
Discuss the problems that his enterprise may face.
Explain the change of policy to him.
Talk to him about possible business opportunities.
Bring him an expert and give him professional help.
Help him share the business risks.
Talk about the goals he might care about.
Market environment analysis
Help him sort out his needs.
Help him make a plan
reduce costs
1 activity cost
2 Time cost
3 personal costs
The standard template for a written interview is as follows: (Remember not to talk about your products and company)
Three meanings of high-value winning orders:
1 high-priced transaction
If the price cannot be changed, it will sell more and occupy a larger share of customers' purchase.
If you can't sell more at once, strive for longer-term business, such as the exclusive supplier of customers or a-level suppliers.
The change of sales thought: committed to creating value for customers.
Many sales just limit themselves to the role of value transmission and regard themselves as value megaphones. Sales should be the creator of value, because customers decide whether to buy because of the value they get.
The value created by suppliers for customers can be divided into three categories:
1 product value: based on the functional value created by products for customers.
2. Consulting value: based on the consulting value created by sales individuals for customers.
3 Performance value: System value created for customers based on value body.
Performance value is the value brought by improving the performance of customer organizations through the sales process.
1 is performance-oriented and linked to strategy, rather than pointing to where to fight.
The ultimate goal of performance value is to improve customers' performance, consider the improvement of positions, processes and organizations, and finally help customers achieve organizational performance goals, that is, strategic goals.
What value-based sales can do includes personnel training (to promote the realization of work objectives), optimization of processing flow (to promote the realization of process objectives), simplification of quality inspection flow (to redesign the flow), improvement of order delivery (to optimize organization and management) and so on. They improved work performance, process performance, and ultimately changed organizational performance.
2 The added value is greater than the product value
Face the future, not the past.
Salesperson transformation: becoming a performance improvement project manager instead of a consultant
We prefer to compare sales to a project manager with better performance. Because from the perspective of value-based sales, every purchase of customers is a process of improving performance. Any high-value sales are performance improvement projects, and the final output value is the financial value and non-financial value brought to customers.
Means of value creation:
The sales staff of 1 have panoramic information of customers' industries, so they must be more aware of the differences between customers and competitors and the key points for improvement. This is of vital value to customers.
One customer's problem may exist, and so may another customer. Sales can create value by helping customers find key issues that affect their strategies.
Salespeople can graft the successful experience of one customer to another customer after optimization, refining and sequencing, and the marginal cost is almost zero.
Scenes are similar, problems are similar, and schemes are similar, but customers may not find them, communicate with them, and refine them. This is where sales can show their talents.
Using performance theory, what was once familiar became:
Product: a tool to contribute value to customers
Customer: the business department of the customer.
Price: the customer's investment, not the cost.
Rival: Costs that customers should not pay.
Sales: the customer's project manager, managing value-added projects for customers.
Constraints of value creation: not only to contribute value, but also to increase costs too much.
We advocate adding soft value to customers, not hard value.
Hard value
1 Discount price reduction
2 Extend service time and increase labor cost.
3 replacement of senior experts, increase labor costs
4 Provide a longer billing period
5 kickbacks and gifts
6. Eating, drinking, whoring and gambling, and receiving tourists.
Soft value: a value-added model with almost zero marginal cost.
Suggestions on selling jewelry with jewelry
Optimization of design effect of sales building materials
Business trip management scheme for selling air tickets
Reasonable tax avoidance methods for selling financial software
Information planning for system integration
Soft value is to apply the intellectual capital of salespeople and other value creators to sales plans and customer organizations, thus adding value to customers. If salespeople can't make effective use of intellectual capital, they can only be product promoters or relationship builders. Intellectual capital can help salespeople build their own advantages and eventually become the core competitiveness of sales. In today's increasingly serious homogenization, there is no difference between products, and it is you who make the difference. And this difference comes from the value you create for your customers without increasing the marginal cost.
Four elements of the frame of reference
strategic goals
Customer satisfaction improvement
Sales growth
Stock prices rose.
Cash flow improvement
market share
Key issues (issues that limit strategy)
High energy scheme
Performance value (all values are displayed on a PPT page, especially financial value)
Rebuild the sales order according to the four elements of the reference frame.
1 Every element can be changed and adjusted, which is a structural relationship and a nonlinear relationship.
The four elements are interdependent, and there is no order.
Changes in any one factor will affect other factors.
These four elements can give sales a brand-new perspective, so that sales can help customers redefine the relationship between them in each order. You can adjust any element to redefine each other. Redefining the relationship between problem and value, we have the initiative in the dispute with customers about the right to buy.
Financial performance value:
Turnover rate: the speed of making money
Contribution profit rate: the amount of money earned
Return on investment: Is it worth it?