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Types And Analysis Of Product Shortage

2011/1/1 16:40:00 54

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Types and analysis of product shortage

Then the product is "insufficient".

Sale

How should we understand and face it?

Specific analysis of the product "insufficient" in the sale may be divided into the following: the first is that the product's function is defective, that is, the current product function can not be achieved, or compared with competing products or ideal products, the second is that the product itself or performance is negative, because it has to play a positive role and produce a negative negative effect; the third is the unknown area of product function and quality, that is, for some negative assumptions, there is no information to prove or see fact proof, and dare not be conclusive; the fourth is the product error caused by information asymmetry and the product defined is insufficient.

For the first kind of product, the product is defective, that is, the product function can not be achieved at present, or there is a deficiency compared with competing products or ideal products.

Although it needs to be improved and improved, it can not ignore the value of the product itself as a salesperson.

It's like you can't use the beeper anymore, but it can't hide the fact that it has become the darling of the times. Now, a little bigger cell phone, it seems that you will not choose to carry it even if you choose the worst mobile phone, but it is the dream of many people in those years.

These two examples are enough to prove that "no best, only better"! Any product has its contemporary value.

Location

Value, but he does have many defects. Just like the many shortcomings and defects of the birth of the first car, it is foolish. People even comment on this: it is to replace one trouble with another.

So from a certain point of view, there are no perfect products in the world, even the best selling products (including competitive products).

If you expect perfection, you are not fit to live in the present.

Joke: please come to the world on the end of the world. Maybe you met perfect things at that time.

But this joke is overdone, because we can not wait, but to live in the present, serve the present and achieve the present.

The second kind of product is insufficient -- the product has negative effect, because it should play a positive role and produce a negative negative effect.

This is really a worry, because this is the product we sell, and we say "greatness" - we are responsible.

However, we must understand this dialectical relationship, that is, the advantages must have shortcomings, there must be positive negative facts.

Any product will have a negative effect when it wants to play its role. It is like using a mobile phone to have low radiation and low radiation signals, and it is not so convenient to use fixed telephone communication. Using computers is to improve work efficiency, but it hurts the eyes. Cold medicine is easy to sleepy and sleepy. The speed of new cars is increased, and the risk coefficient is also improved. Amoxicillin has good anti-inflammatory effect and low negative effect, but it will be useless after using ordinary medicine in the future.

And so on.

If the negative effect of a product is "eliminated", it will probably have another biggest negative effect, that is, the cost will be high and the general customers will be hard to reach.

Therefore, the "negative effect" always exists, we must sell is not its negative effect, but is the positive value generated by the product.

For the lack of third products, the product is unknown, and it is not certain for some negative assumptions, no information can be proved or facts are demonstrated.

This is a "special problem" that new novice can easily make, because it just lacks judgment for many unexpected and random situations.

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That is, often inexperienced (no reference).

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With the lack of trust in products and teams, so long as they are unknown and bottomless, they always prefer to think bad.

Coupled with the customer's "constant provocation" or even "pursuit", there is no way to resist this.

Especially in sales, there are many unexpected and random situations, and we can't always ask the sales manager to "consult". We can only bury them in our hearts. "Or" we question "too many questions" and are ignored by the executives.

Actually, it's ours.

Psychology

The situation, rather than the "unknown product", is due to the lack of trust in the judgment mentioned above.

Then there are many things that are unknown, such as whether a flight will take place on a certain day. The speed of the car is fast enough, but there will be accidents. Professional guidance must be 100%.

If you must have a positive answer, then you do not live, because the plane can not take advantage of it, the car can not drive, do not see the doctor, weather forecast do not listen to......

So what we want is not to think and define in such a direction.

To grasp the great direction and environment, we must advance bravely, and small problems can be continuously improved.

When you think about things that are beyond control, you are basically out of control.

The fourth is information asymmetry resulting in product misunderstandings.

Our enterprise develops and designs products from a wide perspective, and the product is insufficient due to the individualized angle of each customer, or the customer uses lagged information.

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Or adopt too advanced judgement.

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Or, from the angle of competitors and information provided by customers, the evaluation of products will be misunderstood because of various information asymmetries, or in the process of reasoning, it will lead to product shortage.

Sometimes, even our salesmen and the company have different angles of information, or, for example, a salesperson who is more comprehensive in the team and the novice of our sales novice is different from the product cognition. This is due to information asymmetry.

Therefore, there will inevitably be "conflict" in sales communication.

This requires us to get rid of the confusion, to unify the judgment path and clarify the customer's procurement objectives.