How To Extract Product Selling Points

How to make products

People who have done marketing know what the selling point is, and understand the importance of selling points in terminal sales.

With the growing maturity of ceramic industry, product technology and even marketing techniques are becoming more and more popular. At the same time, how to make differentiated selling points has become a key factor in the success of marketing. However, how to scientifically and effectively refine the selling points? What are the methods?

I once trained in the terminal market. According to my habit of visiting the terminal market, I deliberately went to the building materials market one day earlier.

However, what I never expected was that when I heard the guide's introduction to the products of "thousand jade", there was a strong desire for immediate purchase.

This is the most popular salesperson I have ever met and the most classic selling point refining method.

So, what kind of guide buyer is that can make my planning and terminal training so moving? I concluded later that there should be two selling points that were not selling points after the personalized interpretation of the guide, resulting in the effect of "one sword blocking the throat".

1, if the price of a gold ring weighing 120 grams is 200 yuan, do you dare?

My guide is a young girl.

She watched me stay in front of the HV series. She immediately walked up to me and said (I didn't know I was trained by the factory). "Hello, sir, this is the latest product of our factory this year," the thousand jade stone ", the imitation stone is realistic, nano technology, easy to clean and super bright.

I know this is the basic formula for every manufacturer's guide, so I didn't answer her.

But still stopped to scan their products style and price.

She also introduced a series of other products along the way.

I looked at it briefly, and then I said with a cold voice, "the price of your brick is very expensive. The brick made by other people's XX brand is similar to yours. It sells only 90 yuan, but you have 120."

She argued: "120 or the price after the discount? Originally, we sell 150 yuan a piece. We only have a special price in the Mid Autumn Festival today."

I immediately retorted: "90 yuan will still play 20 percent off."

She responded to my most classical saying: "if a gold ring weighing 120 grams is priced at 200 yuan, do you dare?"

I pretend to say, "yes, this product is good. Why is the price so different? This is not normal."

So she turned to her and asked her, "what kind of technology do you use in this product?" she said: "our product adopts the technology of" super fine powder against seepage fabric "in the field of vitrified tile, which is very realistic.

I thought that the original product had no obvious price advantage, but unexpectedly, after being retorted by this guide, it turned out to be a "strong price and excellent quality" performance.

But cloth shoes compete for brand discount, but it seems abnormal.

Using reverse thinking to stimulate customer attention, admire.

2, if you think the stone pattern is clear and nice, it is not the style of * * ceramic.

I have sensed that this little girl is not normal, but I certainly can not obediently, so I hit the nail on the head to their weakest bottleneck: "but your HV product is not clear in stone pattern, and the composition is like flowers, and there is no clear natural stone."

What I said was really tough enough to go straight to the facts and see how she contradicted her.

The earth people probably did not think, she immediately replied to me: "if you think this product is clear and beautiful, it is not the style of * * ceramic."

This sentence really surprised me. At present, I haven't met such a "shopping guide" guide.

So I was filled with curiosity, with a few kindly provocations in the middle, and asked her "why?" with a skew head, and stopped to listen carefully to her breakdown.

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She spoke in an unhurried and slow way: "our product is not natural, stone, and clear and clear. It is to enhance the stereoscopic feeling of the product and let the customers have a three-dimensional sense of space. It will not be monotonous and boring when they are laid at home." we added proper amount of pparent crystal in the green body, using nanotechnology, filling the pinholes and micro cracks with nano materials, and stains can not penetrate into the products. Yi Baojie and the gloss are beautiful, so there will be no clear and beautiful stone pattern in the natural stone.

After listening to her words, I admire her in my heart.

She not only cleverly described the characteristics of our ceramic products HV series, but also used the reverse thinking and surprising words to change the disadvantages into advantages and become passive.

The sophistry of quality first and appearance second.

I was finally overwhelmed by the guide. The moment I felt was that we usually knew "coal was black", but the guide was able to use unique language skills to say "coal is white", and at the scene it was enough to convince everyone that "Oh, the coal is white."

Perhaps this just confirms the saying: "in the era of close combat, terminal activation is better than terminal interception".

When everyone is obsessed with the matter, through emotional, appearance, function, technical parameters, process technology and so on to appeal to the product selling point, this guide has been able to integrate the product selling point with the consumer's thinking logic, follow everyone's thinking track, and do a good job, which is a blue ocean marketing strategy.

In real terminal sales, the selling point you are most proud of is not necessarily the selling point that customers are most concerned about.

For example, our products are green, but we wonder which manufacturers do not say their products are green? This year, our products use 7 processes, but they will also say that I use 8 processes.

However, this guide can make the original place which is not very human, carefully dialectic, and become a fresh selling point.

This paradox has subverted the terminal training ideas of many of our terminal lecturers, so it is not acceptable for us to shut up in the office every day for granted, because behind the "take it for granted" is "who believes it?" and the real logic of the consumer is not clear at all.

So, after the end of the end of the visit, the strongest feeling for me is that wisdom is always produced among the masses. If you don't go deep into the market, you will never find such a real and effective case.

The terminal market must not be taken for granted.

Boring in the office is absolutely not good terminal!

But for most shopping guides, terminal managers and terminal trainers, we are often prone to make some original mistakes: we often look at product quality and consumer demand from an expert perspective.

And a very cool question in reality is that today's customers are getting more and more "fast food". Why should he never forget your product?

Therefore, the bell must be removed.

The more you sell, the more you can't remember! There are more varieties, no sense of echelon is still fuzzy! The echelon of VS, the customer's sense of hierarchy, the match between them, this is the root of terminal consumption.

Return to the source and find the most powerful direction of differentiation on the core issues. We must think about what the customers think and how we should deal with them.

Finally, let's take a look at how a product's selling point is usually refined: it originates from the product itself - drills in the terminal market - precipitated in the customer's logic of thinking - refined by the sophistry skills of the shopping guide - summed up in the diligence and excavation of the terminal manager - pulling out of the headquarters marketing department - giving back to the terminal sales practice - strengthening and living on the product itself.