A few years ago, at a certain exhibition, I met a friend who had not seen for many years. He is a purchasing director in a project-oriented company. He handles big orders, and a large stroke is a few million, an absolute fat job.
After a while, the cow suddenly came up with a sentence: "You guys are selling, really can't say. Say you are stupid, you think you are the most sleek group in the society; say you are smart, you are really a group. A fool to save the medicine."
I quickly asked: "What is the saying? This is a big sweep."
"You call quality and cheap every day, but you don't know what we want. You call customer-centric every day, but never know how we buy things. You shouted to do relationships every day, but never know how to help customers. Simple Say, you never care about why our demand department buys this thing, nor what process our purchasing department uses to buy things, and we don't care about the pressure of our purchasing staff and the pressure of the demand department. As for a major purchase for all levels of personnel. The impact is even worse. You said that you are stupid and stupid?"
I was cold and sweaty, but I was still cheeky and asked: "Brother, as the God of our sales, can you stand in the perspective of purchasing and give us some talk about sales? Where are we wrong?"
"You see, it’s wrong to say it, our customers are not God. God only helps people, no one helps. And on the contrary, we are a group of people who need your help. If you don't need your help, we buy things. What are you doing?" The cow always grabbed my little shackles. "But look at your child's sincere attitude and medicine, and give you a class for free."
The following content is the "sales misunderstanding" that Niu Zong has carefully summarized and shared. Are you shooting in a friend who is engaged in sales related work?
1. Believe that the purchase is detached, and there is no real power.
Almost every sales person has encountered this problem, and tossing for a long time is not seeing the leader. The reasons are varied: the leadership is busy, in this case, the grassroots personnel are the masters, the leaders are often not at home, and so on.
As a result, many sales people either believe in the customer's lies or pretend that the leader has no influence on the purchase and can be ignored. What's more, the hard-hitting boss's office, the result is a bloody head.
However, you never thought about it: Why did the leader not see you?
Total cattle analysis: The leader does not see you because someone does not want you to see! In most cases, it is not that the leader has no time, but the middle-level procurement staff does not intend to let you see.
There are mainly the following reasons:
1. He didn't feel that your product could help him solve the problems he had to solve. Note that it is a problem that "he" must solve, not a problem that "you" products can solve. Why are you not doing things that are not related to you?
2. He has no intention of choosing you. I am not going to choose you, but I will also take you to see the leader. Isn’t that looking for smoking? And it is the leader.
3. He can't feel your value. Even if you take you to the leadership, you are a little bit light, and he doesn't know what you can do for yourself in the leadership (such as helping him coordinate resources, help him build his image, praise his work, etc.). If you can't feel that you can get benefits, why help you?
4. Your level is too bad. In the process of contact with you, he feels that you are really bad, and you are taken to the leadership to go to the people who will lose yourself in all likelihood. The leader will not help him.
In fact, in the end, just one sentence: this guy has no intention of buying anything at all. Of course, he took you there, and he didn't have to buy it, but without taking it, he almost certainly didn't want to buy it. So wake up, don't trust the strange reasons of the purchasing staff.
2. Mistakenly looking for a demand
The project is progressing normally. You feel that everything is going well. But one day, the customer calls and asks you: How to solve the XX problem with your product?
When you look at it, you find that it is not a good solution. How to do? So I tried to find the product department and tried to find a solution. You think that as long as the problem is solved, the project can be pushed forward smoothly.
Don't be stupid, solve this problem, and there are piles of questions waiting for you.
Total cattle analysis: This is the procurement staff looking for defects, not looking for problems. There is a habit in purchasing: they will pay close attention to demand in the early stage, and will pay close attention to products and solutions in the medium term, and will pay close attention to risks in the later stage. At the end of the procurement, few people think about the demand problem again. You can recall the experience of buying a house and buying a car. Finally, do you focus on maintenance and property?
In addition to the risks, there is one more thing to consider later, that is, how to let suppliers accept the fate of being eliminated. Do not want to offend suppliers, but do not want to owe a supply of business. For this problem, customers usually ask themselves to choose the supplier, let them help out and find a small one.
Do you understand it? This problem is most likely a trap set by the opponent and the customer. The trap is not terrible, it is terrible that someone helps your opponent. This person is naturally the person who influences the purchase. What's even more frightening is that customers do this, they may have decided not to buy you psychologically, just want to prove in this way how wise to choose not to buy you! (We are really poor in sales!)
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