Sales strategy

Many years ago I was selling e-commerce solutions. Unfortunately, it was when Dot.Com seats. Many e-commerce Solution Providers were either closed or have cut their prices by only a proportion of turnover. Even the smallest solution could be the sales cycle for 6 months or longer.

Instead of slashing prices, like almost everyone else, I found that many of our customers postpone their purchases or cancellation is because it does not create the confidence that any positive returns on their investments in e-commerce. So instead of selling IT solutions, e-commerce, I re-packed our offerings and "changed the game", so to speak. Instead of going with a customer in 6 months after the sale, we offer comprehensive training to educate customers how to get from e-commerce and e-commerce, where they can make a purchase within days profit. After the first practice, if customers know what they need to do to make gains through e-business, they tell us what solutions they need, and we are simply to meet their needs. There was an immediate success.

It was in 2000. Since then I have not noticed, there are a whole range of innovative and creative ideas used in formulating the strategy. And given today's increased competition and customer demands, many companies quickly need a jolt of creativity in their marketing strategies.

The good news is that we are 3 recent examples of creativity in advertising can be achieved more easily, found.

Why price is not the real opposition

One of our customers are Flint Group leader in the flexo industry. What they do is to provide flexible printing plates for the printer to print on curved or uneven surfaces. As a leader in its field and offers high quality, their prices are anything but cheap.

For a time, Flint Group believed that if they can demonstrate to their customers (and the big printing houses are mostly very conservative), that the quality of their products will be printed in high quality, which means that there is less waste points or other unsightly typographical as meetings with poor quality printing plates. It was assumed that if the printer has less quality-related decreases, it will save costs and better serve its customers.

But while many of their potential customers are confident that the outcome of these high quality panels, they still claimed that the price is too high and are not willing to buy.

Feeling helpless, the Flint Group Regional Business Manager (Asia), Roy Schoettle then to understand the steps to ensure their chances a little better. After some thorough communication, they acknowledge that:

These customers services to low-end printers in the market, and as a result, even if they offer higher quality to their end customers are not charged higher prices;
The low-end printing is highly competitive and margins are very small;
While many printers are looking for ways to upgrade to a better market, they lack both technical skills and the right to engage in marketing skills, medium and high-end of the printing industry.

So Flint Group has decided that this "price objection address" question right at its heart. Management in China, set up ways to "hand-hold" Printer their customers:

Upgrade their technical skills so that they require a higher quality equipment to process print jobs and
Upgrade their sales skills so that they know how to pitch to the middle and upper part of the market. (Flint Group also relocated its customers to give them a good head start!)

Of course, Flint Group offers no such support for all their potential customers. They usually select the customers who are willing to help in the first place.

It is no wonder why Flint Group, a market leader in its field, and despite the objections of uniform prices in the industry. The lessons we learn here:

Takes time to process your customers' business requirements and understand the issues;
Not just give lip service. Help your customers solve their problems, and they will sell to the solution

The right balance

Hfele is a world leader in the provision of architectural hardware and interior furniture hinges, locks, handles, etc.

One of its customers in Shanghai is a high-end furniture manufacturers, there is a huge orders for furniture, furnishings of competitors Hfele's. At Company B, however, gives only a very small orders.

As it turns out that the customer was purchasing manager classmate with a sale of its main competitors representatives. With such a close relationship, or guanxi between the two of them, it's no wonder that it could not Hfele large with these customers.

After realizing that these people so much emphasis on design (as they are high-end) to Hfele seller:

Maintain a relationship with the design team, instead of Purchasing Managers;
Rather than sell to designers, the representative took the time to understand what future designs, the designer is preparing to launch;
Then the sales staff to assist designers, Furniture Fittings which of their best with the next pattern is

Within a few weeks Hfele grew the business with such customers, fold, at 10th Appreciate designers made Hfele vendors, and exerted great influence on Hfele furniture was for its design.

The lessons we learn here:

If you are going somewhere with your existing customer relationships, to examine how more relationships outside of normal people;
Not just sell. Takes time to understand what your customers and help them to actively tackle their problems

"Make me a deal I could not refuse"

Oriental Sofitel Shanghai Sheshan is a beautiful resort in a suburb of Shanghai, the invitation of exciting designs from the Mediterranean area, 3400 m2 outdoor swimming pools and a breathtaking landscaping. It has been almost sure of who is in charge will fall in love with this city.

One day, Mr Robert Young, Director of Sales & Marketing for the site visit by a potential customer. The customer has, what he saw at the Sofitel, but only much of its budget and could not pay the prices that the city had to ask. Otherwise, the client had already made reservations for 5 nights for his company to a nearby resort, even if it was the Oriental Sofitel Shanghai Sheshan obviously better choices.

Sensing that the customer really likes his system, but not just the budget to afford, Mr. Young, then in the next with the client:

What was the rate recorded nearby resort, and if that rate could be reduced (Mr. Young has his lesson well, he knows his competition!);
Instead of staying 5 nights in a nearby resort, could the savings from the reduced price of 2 nights at the Sofitel Sheshan Shanghai Oriental and the rest on site;
(Not always a place in a hot prospect who has budgetary constraints), sir. Young tight 2 nights from 5 of the competition.

And the lessons we can draw is:

Even if customers have the budget on public budgets can afford when you give them an offer they can not refuse, they are still for sale;
Not just think about your revenue goals. Compromise if needed will help customers, and will also help him.

by CJ Ng