According to the professional market research firms that provide data: in the first year of sales personnel, 80% of the failures come from potential customers search for work not in place.
Recalls his first year of sales, is the first time about three months, in an industrial furnace customers there, I had no less than four times the visits as a result, the final set when we offer our customers fully felt after can not accept, because they are not for the procurement of our 提供 4 times higher than domestic products Jiage of products, in contrast, in another foreign house, Ta Men on I just Zuoliao 5% provided the product has a direct price discount signed the contract, I just had a visit only, this is a chance, but a way to tell if we select the right customers, we will be very labor-saving.
Analysis:
As customers looking for is not appropriate to make in this client who invested time and energy is wasted;
Lack of standard evaluation of qualified customers, making identification of bias caused by potential customers can not accurately positioning;
Search for the importance of customer surveys
Search for potential customers is the first step in selling to a large extent, this will determine our future goals and direction, I often discuss with friends when a junior high school physics science formula:
W = FSCOSA
W-success
F --- efforts
S --- Displacement
A --- hard and displacement angle
According to junior high school when we learn of the trigonometric functions, we know that in the 0-Π / 2 defined area is a decreasing function;
Target your efforts and the greater the angle, the smaller you get success.
This formula tells us: In the first phase of sales, if we are wrong Xuanze direction, we have to face Jiang This is indeed search for potential clients the importance of De reason.
In fact, management is also the direction of the first issue, is the second was the problem, it is called: "first to get things right, and then get things right."
In industrial sales, we have to refer to potential customers search on not the only access to customer lists and contact information, addresses these simple basic customer information, more meaning is the search to a qualified potential customers;
Who are our potential customers? Who?
Sales of industrial products sales and marketing, who is also often the two roles, first choose a direction:
1. On the industry's choice, in that industry, the biggest demand for the product there, or our products and services industry itself is to those who designed and manufactured. These industries have a larger demand and product acceptability and affordability, for example: high-end instrument control valve products for specialty gases, semiconductor industry is demand, there is in the central air-conditioning industry, high demand on the refrigeration compressor in the elevator industry has a large demand on the inverter.
2. Product Positioning How? Is low, mid, high-end market, that the nature and scale of the needs of enterprises with such ability?
3. What is the best play value of our products and services to customers? That is, who is best customers?
Answer these questions, the sales staff who will be able to clear his good offensive direction.
For example: We are engaged in the industrial controller product is located in the printing machinery, plastic machinery industry in the high-end customer markets, those with more of the analog processing requirements, sophisticated algorithms call, Gaosushishi Wangluoxiangying of industrial machinery and equipment that we target customers, the direction of our market selection, the customer target in the design on this basis.
A qualified customers who should have the basic elements of which (What is that?)
MAN method
Money: Customers must have a purchasing power;
Authority: the right purchase decision
Need: To have a demand: on demand, in the early stage of product design is based, that is why we designed this product? Understanding of the industry: that the industry is the demand?
Note: The sales staff to constantly calibrate their own direction, to the point to measure whether the customer is our qualified customers? Need to intervene? Because the time spent there will be no income.
How to find qualified prospects? How to do?
Search for qualified potential customers is a way more with less, is the first step in industrial sales, following a brief introduction to focus on commonly used method.
Although there are some other additional methods, such as sweeping floor, straight approach is not suitable for industrial sales personnel use, to be presented is commonly used and effective.
Method 1: pathfinder
You need an industry guide, in time to conduct an industry, the lack of understanding of this industry, you need a guide role of the human being, he will bring you several advantages:
1. In the industry has some influence on the center of the reputation of good people;
2. Have on the industry's technology and deep understanding of market professionals;
3. Extensive connections with industry;
Your help is:
1. Industry trends in technology and product development;
2. The direction of certain key customers, so you can stay on track;
If a customer is often not the pathfinder, may be a supplier of industry, but because of early Taoism has accumulated on the depth of industry understanding and grasp.
The author in the printing machinery industry, there exists a friend, he has a deep understanding of the industry, manufacturers of the industry, the company's owner, who is the manufacturer for our products are able to make an objective evaluation, so this makes my become very clear goal, he even told me that the owner of these companies, and his good relationship with those friends, I called to the time we can introduce the name of his conduct.
Method 2: Fair
The first case: visit the exhibition
Exhibition is a good way to get access to potential customers too, one day, one of my friends asked me how to get in the printing machinery industry, potential customers? I told him: "This year in May in Beijing, there will be an international printing machinery exhibition, where you will encounter on China and the world's most famous printing machinery manufacturer, is scheduled to be on almost all manufacturers will have to participate in number too, you view, only to see a show, you get in this industry is almost the most valuable part of potential customers. " Often to visit a trade show, you may even find that every time you see the client's staff, as we can, like old friends greeting: "Hey, saw you had." This late intervention is very beneficial to our customers.
Visit the exhibition should pay attention to do the following:
1. Often in the customer's site you can see their products, customers can examine the product and be able to find their own products, adaptation of products and customers, but also can understand their current application is that competitors products, can by your product to replace it?
2. Relevant personnel to get the client's business card;
3. In as much as possible with these potential customers or field sales staff and technical personnel exchanges, clear who is responsible for the product with your application related areas.
4. After the show, get in touch as soon as possible, so that memory failure and increase the difficulty of post-exposure;
5. Product information to customers to take back a careful analysis, looking for opportunities.