hello, I'm Wang kunpeng.

this article mainly talks about "talking about single strategy", and the second issue will talk about "doing single strategy". The following is the text:

If you can see light in a new customer's eyes when chatting with him, it's probably something that has come to his mind. If he brings up some confusion again, the sincerity of this customer's cooperation is obvious.

For us, the proficiency in learning Chinese and Chinese methods is not how fluent it is to recite, but to raise your hand and cast your feet, find his confusion and answer his questions by using Chinese and Chinese methods.

because customers don't want to learn a systematic theory, but want to get answers from you.

I said the above words because I saw that with our assistance, many students of Party B can connect the methods and standards of homework and tell them to customers, and they can win frequent praise from customers, but they can't make a quick deal. This is because they may just be addicted to being teachers, but they haven't discovered the pain points and problems of customers, so the other party's sense of substitution is not strong.

the theory is illusory, and it is real only when it falls to the ground. Only when the sales volume is stimulated can it reach the hearts of customers.

Below, I will share with you two recent cases:

Case 1.

One time, I led a team to communicate with the top ten milk tea chain brands in China, with nearly 2,111 chain stores nationwide.

We talked with the other boss and his wife for 31 minutes, and the other boss's wife suggested that I really agree with the logic behind this method, but I don't want the design work, so I can start if it is suitable. (We can't fully interpret the strategic proposition without exporting the design, and we still presented the design works in our subsequent homework, which is another story.)

After lunch with our customers, there were still two hours before the departure of our train, so we went to 1 stores near the railway station to look around and recorded the real situation of this store within two hours, including the decoration design of the door, the customer's process from finding the store from a distance to approaching, ordering, waiting for meals and leaving. There is also a conversation between the customer and the shop assistant (this desensitized homework manuscript will be placed on the planet of "Learning Chinese and Chinese Methods from Hua Shan")

When we sent the complete optimization proposal to the other boss, their boss said that it was very detailed and enlightening. I didn't expect you to help me so much, so let's get started as soon as possible.

Case 2.

Once, we talked about a breakfast chain brand. After meeting for the first time, the other party recognized us very much.

before the second meeting, we went to a customer's physical store to do research, observed the store's line on the spot, experienced the customer's products, found each other's advantages and misunderstandings in communication, and finally put forward complete optimization suggestions.

when we met again, I didn't go myself, but I asked my partner who was going to talk: did the other person's eyes shine? The partner replied, yes, when it comes to store improvement suggestions.

No one is unmoved when they hear that "their store can increase sales by 21%-31% after minor improvement", and the sales growth of each step is calculated and deduced.

and these contents will not be deeply touched by listening to the theory alone. Only by substituting them into the customer himself, calculating them for him and simulating them will he be convinced.

when I was in China and China, the phone number of a customer's visit was placed next to my work station. At that time, there was no fixed person to answer the phone, because the phone was close to me and kept ringing around me, so I answered it. For a long time, the phone seemed to be answered by default.

Because of answering the phone, I have seen all kinds of demands, and I often receive visiting customers with President Xiao and directors (there was no partner rank at that time).

From numerous communication and study, I deeply feel the anxiety and fear of entrepreneurs. They are anxious and afraid of failure, hoping to find a strategist and point him out when he is in doubt.

But in fact, entrepreneurs don't know that the road is under their own feet. We will figure out his existing business and products and make moves based on his current situation, instead of giving him a big cake and telling him to come to me, there will be a bright future.

when I was in China and China, I received 1 readers of huaban. He said that he had no consulting needs and wanted to come to the company very much. This situation was originally intended to be rejected, but it happened to be a weekend, and I also worked overtime, so I received him according to the normal process. I didn't think that he would really cooperate with China and China later.

It turns out that he is a shareholder of a company and has come to inspect.

It's not easy to close the consultation sheet. Customers have to spend a lot of money to bet on a future. Let's not worry. We should take every visiting customer seriously and listen carefully to everyone's needs.

In short, don't worry about talking about customers, just pay attention and wait for bloom. Next, share some common misunderstandings of customers and their solutions to help you.

1. The dispute between products and brands

Frequently asked questions: We want to upgrade the brand and rely on the emotional appeal of the brand to increase sales. Typical customers: mobile medical companies, with their own hardware, doctors and technology, want to build a strong brand and drive sales. In fact, in this case, we have not thought clearly about our current situation, polished our own products, or found out the reasons for buying them. We just hope for a slim hope. Without products, there is no brand, and the things of products are unclear. What's the use of branding? Coping strategies:

× Hello, Chief Manager, we think that brands are 1 brands of products, especially brands of well-known products. For example, when we think of any brand, we think of its products first. Then, if we want to be a brand, we must first look at what our products are like. Please briefly describe what our product series are at present. What is the sales ranking? We should think about brand work according to your core products.

2. parent brand dispute:

Frequently asked questions: I have 9 brands, each leading 1 product lines, and now I don't know how to push them.

typical customer: a cosmetic OEM enterprise, with its own technology and production strength, wants to be its own brand, and has planned 1 brands for each product series. Then when it comes to promotion, it's not enough. Coping Strategies: Hello, Mr. X, with all due respect, in the current market environment in China, few enterprises can operate multiple brands simultaneously in the early stage. At first, we could not learn from Procter & Gamble, and its subsidiaries were Rejoice, Head & Shoulders and Sassoon. At the beginning, we should manage 1 Rejoice well. For example, when New Oriental cooperated with China and China, the proposition was to upgrade the brand "Youneng Middle School" of New Oriental, and China and China responded that parent brand's name was directly used for integration.

so for us, the more brands, the better, but the more focused, the better. If you want to reach out and hit five markets with five fingers, you can't grasp each market firmly, so it's better to clench your fist and hit one market thoroughly. According to your situation, let's start with the product sales. In the nine series, first sort out the brands, integrate them together, delete the ones that can be deleted, and then make a fuss about the first few models with the highest sales volume.

3. Debate between the future and the present

Frequently asked questions: I mainly want to talk to you about your judgment on the trend of the future catering market. Typical customers: customers come from the mainland and come to Shanghai to choose consulting companies, but they don't know how to ask questions.

coping strategies: China market is large enough that almost any category can make a big market, but when we choose the future track, we should not look at which market is the biggest, but first look at what I have. You have a history of 23 years, so you can share your development history with us in detail. From the development history, we will see what kind of road is suitable for you.

4. Debate between experts and majors

Frequently asked questions: In terms of products, we are professional enough, and I have thoroughly studied competing products at home and abroad. But the sales volume has never improved, and it has not sold as well as other people's new brands. I don't know what to do next. Typical customers: enterprises that have advantages in product development, especially in the categories with relatively high technical threshold, such as medical devices and technology development, their success is based on solid product strength, but they are just holding back because of blind confidence in product strength.

Coping strategy: It's a good question for you to ask, which proves that you have more confidence in your major and that you pay more attention to studying competing products. But often we will be troubled by "specialty". For example, we have a leading edge in a certain field, and others can't learn it, but this advantage is only on the technical level. In most cases, consumers can't directly and quickly understand this advantage. Their needs are simple, and their purchase needs are solved.

when we think about whether a product is good or not, we are not scoring and evaluating its technical level, but starting from the "reasons for buying", expressing the advantages of the product through the packaging of the product itself. Next, let's take a look. We can briefly review how your loyal old consumers evaluate your products for the core products. What are the core and * * * keywords?

Sometimes we talk face to face, and sometimes we chat on WeChat, but in most cases, as long as you can point out his problems face to face and give solutions, there will be the possibility of cooperation. However, when talking about the bill, please also note that your core energy should be focused on the existing customers. If you can't talk about it, stop as early as possible and save time for both parties.

in the next issue, we will talk about doing single raiders.