Analysis Of Purchasing Characteristics Of Overseas Key Accounts

In the process of foreign trade, the sale of industrial goods is different from that of different customers in purchasing, decision making, content care and so on. Individual small boss can cling to one person, the greater the procedure of enterprises is more complicated, almost impossible to be a person's business, and more needs many people to decide together.

What are the characteristics of purchasing overseas key accounts? The following is a summary of the data collected from various sources.

1, the procurement process is different from small and medium-sized customers.

The procurement procedures of industrial products vary from company to company, depending on the scale of operation and the emphasis of management.

Generally speaking, the general process is as follows: the application may be submitted by the engineering design department or the factory concerned, and then submitted to the purchasing department.

If the purchases are beyond the norm, the general manager may intervene to make the final decision.

2. Different buying motives.

Industrial products pay more attention to the value of commodities, but prices are equally important for industrial goods, but the first element is quality.

Especially when the enterprise buys the productive equipment, the boss cares most about the operation cost, durability, reliability of the equipment and whether it can provide convenient maintenance service.

If these are met, the enterprise will consider buying.

But how should we deal with the problem of machinery and equipment? When facing the general manager, we can sell it as a device to show how its products improve productivity, thereby reducing the production cost (time and manpower cost) of enterprises and strengthening the social competitiveness of enterprises.

In the face of design manager, we should emphasize the convenience and rapidity of its products.

3, big clients usually have a budget.

Industrial products include productive equipment and enterprise management equipment.

The business of industrial equipment is very big and small, which is very different from manual tools such as hand drill, spanner and so on. It is worth only a few yuan, and is worth several million yuan of heavy equipment such as machine tools, blast furnaces and cargo ships.

They are generally included in operating expenses and listed in the company's balance sheet.

Some devices are standardized, they can be sold on shelves, others are specially designed for customers.

Most enterprises consider investing in the purchase of good productive equipment, because they all know that if the production efficiency is not high, the enterprise will fail.

As long as they understand that they can earn profits in a relatively short period of time, they are usually willing to place orders.

Compared with the enterprise management equipment, it is more difficult to place orders, and even the same understanding: buying production equipment, enterprises can make money; buying office equipment is just to make employees more comfortable, and it will not be of great benefit to enterprises, so the approval of enterprises to buy management equipment will be subject to more stringent control.

It is said that in the industrial goods market, only those who have relationships can have customers. This theory is not true, but it fully shows that when customers have established good relations with their competitors, whether you can step in and pull customers into your side will become the key to all work.

On the other hand, once you establish a long-term relationship with your customers and provide them with good services, you are like a strong fence in the trees that can prevent competitors from invading.

Sometimes, negotiations on industrial goods pactions can last for a long time, even for a few years.

Most companies have contractual obligations and do not have the right to purchase before the expiration of the old contract.

Of course, not all industrial products need such a long relationship. Sometimes public relations activities are well done, and high-level interaction is easier to get orders.

In many cases, the price of industrial goods can be negotiated, especially with large buyers.

In selling special raw materials, assembly parts, parts and services, prices generally require consultation between the two sides, and negotiate the agreed prices and conditions.

Negotiation is a very important means for large customers to buy and sell. Learning to negotiate, understand and understand the real negotiations is very important for sales of large customers.

That's why I put the negotiation skills in the sales training of big customers.

6. major customers need a memorandum to strengthen trust between the two sides.

In order to reduce the misunderstanding of both sides, people usually use written contracts (contracts) or memorandums and so on. According to different stages, people adopt different commitments. They often need some commitments, from small commitments to big commitments. However, the way of commitment is memorandum, because people often believe that process is very important, not just the result.

Service has become a major means of business competition.

Whether there are good service measures and facilities is a very important problem, especially for industrial goods.

It is no exaggeration to say that in many cases, your quick maintenance capability may be the main reason for your business.

If you buy your photocopier, but often fail, it is difficult to find the necessary parts and manpower for immediate maintenance after failure. This kind of thing can destroy the relationship between buyers and sellers of industrial products.

Sometimes, in order to get the maintenance work done in time, buyers will prefer to pay more money or even buy spare parts for maintenance parts.

It can be seen that the after-sale service of industrial products is very important.

For industrial goods, getting orders is only the beginning of sales.

The success of an industrial product salesman depends on his subsequent service.

Therefore, salesmen of industrial products should do every job well, especially the key customers. They must be earnest and must not be small because they are small.

8. major customers are very concerned about the technology of industrial products.

In many cases, if your company can provide customers with the necessary technical advice and technical exchange, they will take the initiative to come to you and establish long-term relationship with you.

This is especially true for industrial companies that do not want to make primary products.

A young company from a small company specializes in selling printed boxes to the health care industry. But he is not a printer, nor is he good at printing technology. So he has found a company that can provide printing technology services and produce products according to his design.

Such customers will not be snatched away once they form a relationship.

9. industrial products should seize the opportunity to sell large customers.

The supervisor or leader of a large company may be changed. If your project is running normally, you must make great efforts to strive for an early conclusion. Otherwise, it will be indefinite. If your project is running normally or poorly, it may be the opportunity. Because a new leader comes, this will be a good opportunity for you to start, so the timing is very important.

To sum up, there is nothing special about doing business with large enterprises, but just to emphasize that doing business with large enterprises is better than time, and the quality must be stable and the delivery should be in time.