Seize Every Business Opportunity From Six Big Steps.

We might as well look at a case first.

One day, I went to work in a business in Luohu District, Shenzhen. I went there earlier, so I stroll around the BELLE (BELLE) store downstairs. I just wanted to see that I had no intention of buying shoes in order to pass the time.

Now, I have a conversation with the shop assistant. I still have a deep memory: Miss Ho, salesperson: Hello, sir. Welcome!

Liu Liu (author of this book): Hello!

Miss salesman: what style do you like, sir?

I can introduce it to you.

Liu: let me have a look first.

When I compare several pairs of men's shoes, the salesman comes up quietly and says, "Sir, you have a very high quality, but I find a problem. Your shoes are not suitable for you.

Liu Liu (Cha Yi): how do I say this?

Salesperson: Sir, from your clothes, ties and bags, you are a rich and cultured gentleman, but leather shoes are too casual. Gentlemen's leather shoes usually have shoelaces.

(by implication, I am not a gentleman).

Salesperson: Yes!

You see, those politicians and entrepreneurs usually wear white shirts, dark suits, leather shoes with shoelaces, so that they are steady and gentlemanly.

Liu: so you mean my leather shoes are not suitable?

Salesperson: if you wear a suit, it is too inappropriate to appear uncoordinated and heavy headed.

Liu: do you have shoelaces here?

Salesperson: Yes!

If you look over here, our leather shoes with shoelaces are specially designed for successful gentlemen with gentlemanly manners.

As a result, everyone imagined that I bought those leather shoes and changed them immediately.

When I left, I was very grateful to her for letting me learn something.

And later on, I really paid great attention to the politicians and entrepreneurs on TV to see if they were wearing white shirts, dark suits and leather shoes with shoelaces.

So far, I have been around this shop to buy shoes.

However, enterprises can solve the problem of asymmetric information, which is only the first step to success.

If enterprises can not turn these opportunities into real businesses, enterprises will still be idling.

Unfortunately, we have seen such a great opportunity to waste.

For example, during an interview with a car dealership for marketing consultancy, I asked their business manager whether he had seen more than three customers who had not yet bought a car.

They said: this situation is too much, do not say the three time, some car watching trial run more than five times, compare to compare, do not buy, we also take them no way.

We believe this manager is telling the truth.

We also believe that marketing managers will often encounter such a situation: in the initial communication and communication, the customers are very polite, but after they have finished the plan and price, they either say that the price is too high and they do not buy it later; or they do not say that the plan is not good or the price is high, but they do not act; come to the terminal, come to the store, look, ask, do not act.

These attitudes and behaviors of customers make the marketing manager very passive and very deliberate: where is the problem?

Class errors, for example, the price of a company, such as: the price of a company, and the price of a product before it has been displayed. It means that the customer thinks you are not worth it. The customer thinks that the price is the most important thing. When it comes to business, it will go along with the conversation of the customers, ask questions and answers; it will lack the business process and do whatever it wants; it will take a mouths, empty talk, lack of visual evidence; it will be inferior to others and lacks self-confidence; it will be in the spirit of trying and not taking seriously. Actually, the reason for the problem is not the plan or the product, nor the price and the service. It is mainly reflected in two aspects: first, our marketing personnel often make some mistakes.

The second is a more essential reason, that is, the lack of a clear business model in the enterprise can not make these marketers well-trained - they do not know how to manage the customers.

I don't know what to show the customer.

I don't know how to call on customers.

That is to say, marketing departments or marketers do not "make the business opportunities" and "business processes" real.

This is also the second part of what we call the 3D business model.

To be "realistic", we can adopt a simple and practical "six principles" that is, value priority, business mode, content visualization, talk about "single" process, process flow, and process institutionalization.

The specific contents are as follows: 1, value priority, the formation of deep buyer's market and long-term fierce competition, plus many enterprises due to the success and benefit of price war, make marketers realize that customers are most concerned about the price, and even in sales or business negotiations, they are accustomed to relying on price to fix customers.

We do not deny that one type of customer is price oriented, but most of the customers are bargaining with us because he or she thinks we are not worth it.

As marketers, we must clearly realize that it is useless for us to say that we are very valuable. Only the customers think that we are very valuable is the key and important.

Many marketers erroneously believe that their job is to sell their products and conclude pactions. On the contrary, the essence of marketers' work is to show them fully.

Because it is a failure to sell a product or a business at a price below the value before it is fully displayed. Marketers are dereliction of duty.

2, business model, many managers think that "talk about business" is only a matter of marketing personnel. In fact, the key lies in the three aspects of cooperation, namely, product or service coordination, marketing efforts and company support.

In short, business models should choose differentiated business models according to the industry characteristics and capabilities of enterprises, and establish their own marketing competitive advantages.

Take HUAWEI company in Shenzhen as an example.

In terms of products, HUAWEI is an independently developed international high-tech product with many patents, and the price is very suitable. In marketing, marketing personnel are all highly qualified personnel above the undergraduate level. After entering HUAWEI, they have to undergo a series of systematic training, and they can post posts after testing, and each of them has their own specialized division of labor. In terms of enterprise support, HUAWEI has adopted five main means to attract customers: visit HUAWEI companies, visit model projects, carry out on-site meetings at customers' meetings, various forms of technology exchange and business management seminars.

HUAWEI has formed its own business model in these respects and has achieved tremendous market results.

3, content visualization, content visualization, refers to the timely and accurate publicity of enterprises' honor, such as inspection, inscription, photo taking, product exhibition, prize winning, presentation, activities, political honor, customer and product characteristics of the company leader, etc., so as to support the marketing personnel's business negotiation and increase customer's trust in the enterprise.

That is to say, business leaders and marketers should learn to advertise and sell themselves in a timely and clever manner, and prove themselves.

For example, Qianjiang lacquer is a competitive enterprise in metal paint. Its products are mainly set up for Galanz. However, the company has only one word description on the publicity materials, no signing ceremony and no physical photographs. As a result, marketers are very difficult to find examples when discussing business with other customers.

4, talk about the "single" process. Generally speaking, marketers have sales targets. Because of the pressure of sales, business people and customers can quickly achieve cooperation or deal with each other when they meet, but it often backfires.

We should understand that communication and communication with customers are not built in one hour or two hours. Business contracts are not negotiated in one day or two days. This requires a longer process of contact, understanding and trust.

Therefore, the marketing manager should clearly decompose the sales process, make clear what the whole sales process is and what steps it is composed of, what each step should do, who will do the step, and who should report and feedback to it.

Only in this way can this long business contact, negotiation and cooperation and service process be organized so as to achieve good results and achieve the goal.

For example, Shenzhen Nan Sheng De management consultant attaches great importance to the process of business: first, the company's in-house salesmen look for information, call and contact customers; from the field clerks to negotiate with customers, sign the bill, and turn each opportunity into cash; then the company set up a consultant team according to customer needs and project needs, go deep into the client business to conduct consulting services, complete the required projects according to the contract, and finally recover the cost of consulting projects.

5, process flow, "single" process refers to "eat one mouthful to eat", doing business needs to decompose the sales process, step by step, steady and steady.

Because without good process, there will be no good result.

Process flow refers to the fact that in the process of business, the process can not be "mixed up" and the process can not be reversed.

As we are in the process of love, it is impossible to kiss a girl without holding a girl's hand.

However, we find that a lot of marketing personnel are just because of the reverse of the business process, but not with the "beloved girl" into the "holy hall."

6, the process is institutionalized. Through continuous practice and modification, marketing managers constantly improve and optimize these marketing processes and eventually form a system that is solidified in the form of documents or software, such as CRM customer management software, and is implemented in the enterprise.

If there is no institutionalized implementation, it is entirely possible that only some of the marketing personnel are excellent, which can not guarantee the overall situation; if it is not institutionalized, it may be staged excellence, but not guarantee long-term performance excellence.

In short, this "six action" is a closely related relationship.

First of all, we should define our unique business models according to the industry characteristics and enterprise capabilities; then, organize the information of enterprises and products according to the business mode as effective evidence for publicity and promotion; thirdly, confirm and clarify the marketing process according to the process of business contacts, negotiation and cooperation, and do the work orderly; finally, we will constantly optimize and perfect the marketing process, and finally solidify it in system, software or other forms.