5 Tips: Easy Access To Market Segments

At present, China's market competition is fierce, and has entered a period of relative oligopoly.

For most of the relatively small and medium-sized enterprises, whether from capital,

Current China bus

Grasp the market psychology of customers, find and satisfy customers' multi-level needs.

Sales itself is a kind of demand that guides customers to discover what they do not find. The assurance of this demand is the assurance of customer psychology that we are talking about.

Sales that are good at grasping the needs of customers can achieve twice the result with half the effort in product promotion.

The sales staff of a bus company in Guangdong market are competing for the 80 orders of a large passenger pport company in Foshan, Guangdong, not by means of gift giving and rebate.

The only child of the general manager of the passenger pport company is studying in a university in Guangzhou. In its 3 years of student career, every month two soup, from Foshan to Guangzhou, the Guangdong salesman of the bus company never delays, just satisfying the personal needs of customers, in fact, it is far more useful than giving more rebates.

The result of satisfaction is that the manager of the passenger pport company helped the bus company overcome all kinds of obstacles in a short time and successfully obtained the order of 80 buses.

From the above case, we can learn that the most important point of sales concept is to tap the real needs of consumers, and the key to achieving sales is to correctly explore the desire of the target market and pmit it to the target market more effectively and more effectively than competitors.

Sales is a correct guide to customers. It is precisely based on this orientation that salesmen must understand and grasp the psychology of buyers and develop their surface needs and potential needs through their psychology.

Therefore, customer satisfaction is a necessary battle to complete sales, and its success or failure directly determines the sales performance.

In the process of sales, we must always focus on customer satisfaction, which is the core part of the entire sales process.

Demand is multifaceted, but it may not necessarily be the demand for a car.

As the sales target of passenger cars, as the example shows, many people will feel that the biggest demand for customers in the real market is rebate, which is not true.

After carefully interpreting the demand, we will find that there are company level needs, personal needs, and demand for the actual use of vehicles.

Company level requirements include vehicle differentiation in different areas, vehicle prices, after-sales service, pre sales technical guidance, professional advice in bus operation, etc.

Personal needs include personal travel and other consumption.

Personal needs may not always be material. In the process of getting along with target customers, they should try to integrate into the lives of individual customers to form the relationship between friends.

It is often more destructive than talking with customers about rebates.

The influence of customer factors on sales in the segmented market is the most unstable factor. The purpose of sales is not only to sell the bus to customers, but to understand what kind of buses and services they need from the customers.

From "I sell the bus to customers" to the direction of "bus for customers to find suitable customers" (some of our business people still stay in the view of selling passenger cars to customers, ignoring customers' real needs and providing untimely products to customers).

Use professional knowledge to build trust relationship with market segments customers.

In terms of personal quality, business personnel should not only have enough professional knowledge for the products or services they offer, but also have strong analytical ability.

To be able to master the necessary communication skills, developmental thinking mode, experience accumulation and appreciation ability, have psychological preparation for information comparative skills and initiative.

A passenger pport development Co., Ltd. in Zhanjiang, Guangdong, is a medium-sized enterprise with limited purchasing vehicles. The company has been asking about the product price allocation of a well-known bus company for the purpose of buying the vehicles of the enterprise.

In the process of inquiry, the business personnel of Shanghai Shenlong bus company, using their own professional knowledge and strong practical ability of bus, after visiting the passenger travel company, knew the situation of using a famous bus and the special requirements of the company for the vehicle, and came up with a set of solutions.

The scheme helps customers solve the problem of inadequate vehicle configuration in the use of the famous passenger car, so that it fully meets the requirements of use. The passenger travel company is very impressed with the business staff of Shenlong bus.

In the late stage, customers bought nearly 50 Shenlong 10? 12 m buses for the trust of Shenlong bus operators, and gave the technical status and vehicle configuration requirements to the Shenlong business personnel arrangement.

In the process of sales, Shenlong bus operators can think about their positions and consider themselves in the customer's perspective. On the basis of the company's standard configuration, they have changed the gearbox and rear axle speed reduction ratio, and proposed that the company replace the Yuchai 6L engine, increase the air filter element, raise the shock absorber load and so on, and effectively enhance the use effect of Shenlong bus in special areas of Zhanjiang, making Shenlong bus completely surpass some famous buses in terms of vehicle fuel saving and chassis reliability.

Professional knowledge of bus sales may be considered by many to be "professional" for the technical state of vehicles. In fact, the skills that can be used in the bus sales process should be called professional knowledge of bus salesmen.

For example, the understanding of the technical state of the vehicle; the understanding of the actual profit of the operation, such as passenger pport, public pport and tourism; the understanding of the consumer credit business in the vehicle sales process; the understanding of the internal technical part and the production part of the company; these professional knowledge highlights the difference between the general salesmen and the excellent salesmen.

First, to become a qualified salesperson, we must work hard.

Without a dedicated attitude, it is impossible to become a qualified salesperson, and the result will inevitably be eliminated by the market and bus factory.

Second, becoming an excellent salesperson must have the reserve of professional knowledge, so that it can be more competitive than competitors in the market competition.

Weak brands can conquer strong brands and strong brands reach their ultimate market share.

Transposition thinking is very valuable. It is a way of thinking in reverse direction, considering from customers what kind of sales they need.

Through this thinking, sellers will be able to better understand the main contradiction between themselves and customers.

People who are accustomed to empathy can build trust with their customers.

The success of this case is that the Shanghai Shenlong bus operator not only sells the products of Shen long to customers, but also attaches a free technical advisory service.

The service is free of charge. In fact, it has been added to the brand of Shenlong bus. It is the salesman who has created a new brand value for Shen Long Brand in the sales process, and is an extension of Shen Long brand.

In the market segmentation, provide appropriate solutions, complete sales, and create a win-win situation.

A pport company in Huizhou, Guangdong, is a new company led by the Transport Bureau and merged by three companies. The purchase of vehicles has long been in the state of purchasing products from two famous enterprises in China. The company has excellent qualification of monopoly lines and has good prospects for development.

However, due to the initial cost of station construction and initial merger, funds were relatively tight at the beginning.

Shen long bus Huizhou area business personnel, in the realization of the sale of 10 Hino engine passenger car products, found that there is a shortage of funds, took the initiative to consult with the ICBC Guangzhou branch consumer credit department, repeatedly facilitated the communication between the two enterprises, and ultimately to assist a pport company in Huizhou, the station building plus construction land as collateral to Guangzhou industrial bank loans nearly 20 million yuan.

Greatly relieved the company's short-term financial pressure on buying cars, the company finally gave the whole year's purchase plan to Shanghai Shenlong. In 1 / September, the pport company purchased nearly 60 vehicles of Shenlong vehicle, all of which were passenger dedicated lines, including 30% of Hino vehicles.

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The success of this case is that the business personnel are concerned about the internal demand of the enterprise. Although this demand has nothing to do with product purchase, the value-added services of these irrelevant products will eventually be added to the brand value of Shen long, so as to achieve a win-win situation and stable cooperative relationship between the buyers and sellers.

The successful sales first is the sales of value creation. In today's bus sales network, the homogenization degree of the products is very high, and the bus market environment at home and abroad is different, but the same is that products are not the only core competitiveness.

Brand building and sales team are also the core competitiveness of enterprises.

General passenger car manufacturers and industry leaders "three dragons one pass", most of the products have no essential difference, engine "three dragon one pass" can use Yuchai, Weichai, general bus enterprises can also.

Bridge can be used in Xiangfan 153, Liuqi Fang Sheng, general bus enterprises can of course.

When the bus brand is still in a weak position and the market homogenization is very high, it can not rely solely on the profitability of the product itself, but more importantly, it should grasp the profit factor in the sales process, that is, build the value chain of bus products.

For a good business person, if we want to improve our performance and surpass our competitors, we need to decompose our competitors' behaviors and understand the potential differences between competing products.

For example, whether to provide customers with low cost services that competitors can not provide, whether the business activities are really creating value for the company's brand, and whether the implementation of the proposal can bring benefits to the customers.

Only in this way can sales have a consultative meaning for customers, and put forward good suggestions at any time, which is a value-added service for sale itself.

To investigate and satisfy customers' special needs for bus and coach products.

Market segmentation and customer knowledge of bus brands start with bus products.

In other words, bus companies first need to know what products the customers really need in the market segments, what they are most concerned about, and which can satisfy their needs the fastest and the most to solve the problems that customers are most concerned about. Only in this way can customers be interested in products.

At this point, the bus brand will also be firmly branded in the hearts of customers.

Among the core interests of bus and coach products, some are most concerned about safety, some are most concerned about energy saving, others are most concerned about comfort, others are most concerned about service, and are different in different regions.

For example, Shen long bus market research found that customers in northern alpine region of China are most concerned about the heating system of buses, so regional differentiation must be implemented in the distribution of warm air.

Aiming at the northern alpine zone, Shenlong bus has adopted the "packing" method for the heating system configuration project. The specific method is to use the "front gear defrosting device + independent combustion heater + radiator + driver heater + rear mirror defrosting + low temperature protection device" as a "project package", and is used as a standard configuration to provide the north cold area (northeast, North China, northwest).

In this way, a series of problems in the operation of the bus in winter are solved for the alpine region, which greatly meets the specific needs of the customers in the region.

The essence of this method is to meet the special requirements of the North customers for the comfort of the warm air system.

For example, in today's high oil prices, how to save energy for bus and coach products is actually to increase economic benefits for operators.

In the product design, the chassis's power system, pmission system and walking system should pay attention to reasonable matching. In the design of the product, reduce windage as far as possible, minimize the consumption of oil, and ensure the maximum economic benefits of customers.

For example, Yutong Bus's new product, ZK6127 Shen Xing Jian, has installed Yutong's original engine thermal management system, which can effectively enhance the fuel utilization rate of 5%? 10%, and at the same time play a role in energy saving, reliable operation, and prolong the service life of the engine and its accessories.

Nowadays, people are becoming richer and richer. The safety performance of bus products has been paid more and more attention. When passengers choose to ride the bus products, they always put safety first.

Therefore, many bus manufacturers used the full load technology while designing the car body, and also installed ABS, ASR and other safety systems, which greatly improved the safety performance of buses.

All these are the real needs of customers. It is the core content of the product planning that the bus companies must seriously consider, and the best interpretation of the connotation of the bus brand.

Precision marketing

As the saying goes, wine is also afraid of deep alley.

Products should also be promoted and publicized.

But the media cooperation should be planned. In the process of product promotion, the media must be combined to identify the appropriate media for presentation, and the content that each media can carry is limited, so we must strictly screen it.

Bus products are different from other consumer goods. They are not only valuable passenger carrying vehicles, but also carriers for operators to make profits. Most of the orders for bus products are customers' order dishes, and the personalization is very obvious.

"Small batch and multi variety" is a major feature of the bus industry which is different from other automotive industries.

Therefore, in the promotion and promotion, we must combine the specific circumstances of market segmentation.

Adopting the "combined" promotion strategy can play a multiplier role in enhancing the awareness of bus brands.

Car tour is the best way to meet directly with customers. It is also the most direct way to improve the perception of bus brands.

Before the tour, we should make preparations for the market segmentation tour and the target customers, and listen to the customers' suggestions for improving the bus products.

Media publicity is mainly for professional media and mass media for bus and coach products. This is one of the ways to publicize bus brands and is an effective way to rapidly expand public awareness of bus brands.

Professional media can choose a fast response network or newspaper, or choose a relatively large and relatively authoritative professional newspaper.

The content of publicity can be product advertisements or image advertisements.

The mass media should choose newspapers with high reading rate in key regions, and advertise the products that are popularized in the market segments.

Media publicity should be repeated and sustained, so as to achieve better results.

The press conference aims at bus companies, generally selecting new products as the content of news release, and inviting key customers, local government officials related to pportation management departments and local influential media to participate. This is one of the main means of planning new product promotion, so as to achieve the goal that new products are quickly recognized by customers.

Combined propaganda will combine the above 3 promotion methods, and the effect will be more remarkable if the right products are used at the right time and at the right place for three-dimensional propaganda.