Home >

You Have To Believe In Marketing Skills.

2008/8/19 11:08:00 18

??? 日本語 Fran?ais English 中文

In the US retail industry, there is a well known shop, which is the "Christian store" created by pany.

Peng Naichang said that a customer who orders one hundred thousand yuan of goods and a customer who buys a $1, 000 salad dressing, though far too far away from the amount, expects the shopkeeper to have the same expectation.

Peng Nai's explanation of "genuine price" is not "cheap and fine" but what price to buy.

Shortly after his first retail store opened, a middle-aged man came to the store to buy egg whisk.

The clerk asked, "Sir, do you want something better or a little later?"

The man listened to some displeasure. "Of course, it's better. What's wrong?"

The clerk showed him the Dover card.

The man asked, "is this the best?"

"Yes, and it's the oldest brand."

"How much is it?"

"120 yuan."

"What!

Why is it so expensive?

I heard the best is only a few dozen dollars. "

"We have dozens of dollars, but that's not the best."

"But it doesn't cost so much money."

"There are not many bad ones. There are more than ten yuan each."

When the man listened to the clerk's words, the man immediately faced his displeasure and wanted to drop off immediately.

Pang quickly hurried over to the man and said to the man, "Sir, do you want to buy an egg mixer? Let me introduce a good product to you."

The man seemed to be interested again and asked, "what kind of?"

Peng Nai took out another brand of egg whisk and said, "this is the one. Would you please have a look at it?"

"How much is it?"

"54 yuan."

"According to your shop assistant's statement, this is not the best. I don't want it."

"My shop assistant did not make it clear just now that there are several brands of egg beater, and each brand has the best quality. The one I just produced is the best among the cards."

"But why Dover card is so poor?"

"This is the relationship between manufacturing costs.

The construction of each brand is different and the materials used are different, so there will be discrepancies in price.

As for the price of Dover brand, there are two reasons: one is its brand reputation, the other two is its large capacity, which is suitable for pastry business.

Pang said patiently.

The man's face relaxed a lot: "Oh, that's the way it is."

"In fact, many people like to use this new brand," he said. "Take me for example. The brand I use is not so bad.

Moreover, it has the biggest advantage, small size, convenient to use, and the most suitable for families.

How many people are there? "

The man replied, "5."

"That's more appropriate. I think you can take this back, and the guarantee will not disappoint you."

Peng Nai took the customer away and said to his shop assistant, "do you know where you are wrong today?"

The clerk stood there in a dead voice, obviously not knowing where he was wrong.

"You mistake too much emphasis on the idea of" best. "

Pang said with a smile.

"But," said the clerk, "you have warned us frequently that it is not wrong for me to be honest with the customers."

"You are right, but lack of skill.

My business is done. Do I have any dishonesty with customers? "

The clerk kept silent, apparently not very convinced.

"I said it was the best of the same brand, wasn't it?"

The clerk nodded.

"Since I have not cheated customers and sold things, what do you think is the key?"

"Speaking skills."

Pang shook his head and said, "you only say half to me, mainly because I have found out his psychology. When he enters the door, he says he wants the best, right?

This means that he has a strong sense of superiority, but when he listens to the price is too high, he refuses to admit that he can't bear to buy it, and naturally he will not push it to our head. This is a common fault of the general customers.

If you want to get this business done, you must change a way to buy a cheaper product without damaging his sense of superiority. "

The clerk was very convinced.