For many salespeople, selling centrifugal pumps seems to mean fleeing customers, establishing relationships, sending samples, making quotations, answering phones, striving for prices and being rejected. However, sales, like management, is a science and an art, which lies not only in knowledge but also in behavior. The only criterion for testing sales volume is the result. "One life, two fortunes, three geomantic omen, four virtues and five studies" can well summarize the essence of sales. Don't expect sales and typing to be so simple. However, with appropriate analytical tools, we will find that sales is not a mysterious thing, but a repeatable process. This paper will take the sale of water pumps as an example to introduce how to use strategic innovation and marketing analysis tools to become a winner in the sale of water pumps.
1. inductive thinking: goal orientation.
To achieve your goal, you must first stare at the top of the mountain and then evaluate your current position. The distance between the present situation and the target is the challenge of selling submersible pumps, and it is also the space for seeking solutions. After defining your goals, you should analyze the boundary constraints and obstacles to achieve them. The essence of sales is to achieve sales targets and profit targets within a specific time with reasonable expenses and resources. Those who make friends for n years first and don't sell things are all thinking about the long term and fishing for big fish, which belongs to strategic marketing or charity and is beyond the scope of this article.
Any sales behavior has boundaries, including national policies, laws and regulations, company policies, sales expenses, gross profit requirements, etc.
These obstacles include competitors, substitute products, market position, technical level, customer value, operational efficiency, suppliers and industry entry barriers. If these obstacles are solved well, they will become your opportunities and competitive advantages; if they are not solved well, they will become your bottlenecks. SWOT analysis is a good tool;
※SWOT analysis a) Advantages: reliability, providing vacuum pump solution, low life cycle cost, local production capacity of sewage pump and fast delivery time. ※. B) Disadvantages: incomplete product variety. ※: High initial purchasing cost; Imperfect distribution channels (an agent, limited by financial and human resources); It needs to be improved in overall efficiency, national coping ability and overall learning ability; C) Opportunity: China's industry should be in line with international standards, and the requirements of technological innovation will drive the requirements of high quality, environmental protection and energy saving; D) Threat: The technical level of domestic pump manufacturers has improved, and more and more foreign companies have invested and set up factories in China, with the same products, the same market and the same applications. Some people sell well, while others find it too difficult to sell. So the success of sales depends on the individual's sales style and ability. It is also very important to analyze personal sales style and personal SWOT after defining the goal and understanding the sales boundaries and obstacles: running without thinking is useless, and thinking without running is dangerous. Everyone should analyze their own strengths, weaknesses, opportunities and risks. Everyone's personality, education and working background are different, but it is a waste of resources and time to sell pumps, make up for each other's weaknesses, and go to see customers without understanding product knowledge and application. Studying in the office every day, afraid to meet customers, without basic sales skills, behind closed doors. Sister Lin seldom falls from the sky. As time goes by, orders for rotary vane vacuum pumps will not fall from the sky. The ideal sales are: knowing the product, the market, the customer value, the rules of the game in the industry, being able to bear hardships, working well, having good psychological quality, and having the internal motivation to pursue success. 2. Four stages of selling pumps: I don't know that I can't sell centrifugal pumps-blind spots, blind self-confidence, running around, boasting that I know I can't sell centrifugal pumps-depressed, unable to find the north, afraid to go out in the office, afraid of rejection, afraid of failure, knowing that I can sell centrifugal pumps-through learning, thinking, research, hard work, self-confidence, modesty, being responsible for myself, subdivision. Find your own market and comparative advantage and know that you will sell pumps-selling pumps is no longer a burden, but a process of giving customers hope, creating value for customers and integrating value. Just like riding a bike, few people remember that they can ride a bike. 3. Five modes of business growth a). Natural growth-greed, fate and luck; b)。 New market channels; C) New products and applications: horizontal integration and vertical integration; D) increase market share; e)。 Marketing promotion. Seven parts of marketing promotion: market research-market segmentation-target pipeline pump customers-marketing plan-marketing mix (price/product/delivery date/distribution channel/after-sales service)-implementation-inspection. The meaning of PDCA is: planning objectives, determining policy objectives, and determining activity plans; Implement, do it on the spot, and realize the details of the content in the plan; Check and summarize the results of the implementation plan, pay attention to the effect and find problems; Action improvement, handling and summarizing inspection results, affirming successful experiences, and appropriately popularizing and standardizing them; Summarize the lessons of failure, avoid recurrence, and put the unresolved problems into the next PDCA cycle. Principle: 1. Clarity: Clarity refers to clearly expressing the behavior standards to be achieved in specific language, and it is impossible to set ambiguous goals, or the goals are clear, but they cannot be effectively conveyed. Make a clear plan and work time limit through the project, measurement standard, achievement measurement, completion deadline and resource demand. 2. Measurability: Measurability means that the goal should be clear, not vague. Through qualitative and quantitative analysis, the measurement standard is established as the basis for whether the goal is achieved or not. If there is no way to measure the set goals, it is impossible to judge whether they have been achieved. The measurement standard of the goal follows the principle of "using energy instead of quality". Make setters and evaluators have a unified, standard, clear and measurable ruler, and put an end to vague and unmeasurable descriptions of adjectives and other concepts in goal setting. 3. acceptability 4. Practicality: Practicality refers to whether it is feasible and operable under realistic conditions. There are generally two situations. One is that the goal is too high, but the goal is too low. The former did not fully consider the current conditions and issued indicators higher than the actual ability, while the latter wasted a lot of time, resources and labor costs to achieve a meaningless goal. 5. Timeliness: Timeliness of target characteristics means that the target is time-limited. Goal setting should be time-limited. According to the priority of work tasks and things, the time requirement for completing the target project is formulated, and the completion progress of the project is regularly checked to keep abreast of the changes in the project progress.
In the current market, competitors will always exist. If you keep your eyes on your competitors, you won't make great progress. A common mistake is that you always stare at your competitors' every move and lose your way. The only way to improve the competitiveness of product sales is to understand the needs of customers, improve the value of their products, reduce the risks of customers and meet the needs of users. There is no other way. "Struggle" needs opponents; And "indisputable" means thinking about problems that others haven't thought about, doing things that others haven't done or doing things that others are not as good as us. This means sales innovation. The competition of the company is the competition of the value chain and the overall strength of the company. Therefore, front-line sales should feed back the changes in the market and the value of customers to the company for continuous improvement. After a well-known brand vacuum pump set up a factory in China, it provided a solid foundation and firm commitment for integrating into China's economy and growing together with China's economy, and made it possible for a cost-leading competitive strategy. At the same time, we can constantly carry out technological innovation and marketing innovation, find our own blue ocean, provide differentiated value for customers, assume the responsibility of corporate citizenship for the society, and realize the dream of human beings. The brand building and characteristic marketing of centrifugal pump is a process of continuous improvement. Due to the differences between China and overseas markets, there are different requirements for marketing strategy, brand and channel building. What is important is how to carry out strategic innovation, how to seize market opportunities, meet or exceed customer needs while gaining high profits and market share, and be the creator and integrator of value, so as to contribute to the technological upgrading of industrial sewage pumps in China and reduce the life-cycle cost, and achieve a win-win goal.