What Do You Sell?

The market has been around for more than ten years. During this period, many enterprises and many marketers have come into contact with 2 enterprises that feel good about.20, but they are still in the stage of selling products in a trade mode. They are not only the enterprise, but also many private enterprises. They are still in the stage of selling products. As we all know, selling products is a necessary part of selling products. No matter what type of enterprise you are selling, what sales people decide to sell determines the marketing level of an enterprise: selling products, selling products, selling services or selling ideas.

As long as they sell products to salesmen, give them corresponding sales targets, pressure and incentive incentives, they will try to sell their products.

This is the sales mode adopted by many enterprises at present, which is a typical "selling product".

Since most products are homogenous products, they often buy those who are cheap, who will buy them if they speak louder, who will buy them or who will buy them.

Therefore, we often hear salesmen say that other people's prices are cheaper than ours, how bad our promotions are, how our gifts are not attractive, and so on.

How can we improve the marketing level of enterprises?

Let the products of the company be loved by customers?

That is to learn to sell services, and to achieve brand premium through selling services, so as to establish a good brand image in the minds of target consumers.

Haier, for example, has achieved the status of the world's top 500 by selling services, and has made the first brand status of China's household appliances. Now, the product homogenization is becoming more and more serious, especially in the consumer goods industry, whether it is food or beverages, whether it is cosmetic or clothing, or health care products, etc. almost all products are homogenized. However, although the core products are very similar, services can make up for the lack of core products.

Typical service contents include operation guide, fault diagnosis guide, consultation or upgrade service, customer training, maintenance and so on.

Before sale, after sale, and after sale, many service models can be deductive and excavated. But this guarantee system is not achieved by the strength of salesmen, but by system and system, so as to maximize the effectiveness of core products.

This is selling services. Selling services depends on the entire marketing system, the entire enterprise system, and the service concept and consciousness of the whole staff.

There are still more tricks and ideas. The highest level of marketing is selling ideas.

How do you sell your mind?

First of all, you have to be bold enough to identify yourself and serve only part of the people. If you want to go up to the marketing level of selling ideas, first of all, you should learn to choose and learn to choose, and to provide products or services for which part of the business.

Market competition is becoming more and more intense, and almost every area has become a red sea. In a market environment with a high degree of marketization, any enterprise must establish the concept of "serving only part of the people", not all people are their own consumers. This is what we often refer to as market segmentation, target market targeting, user positioning.

When we find the people we want to serve, we need to provide "differentiated products". Every product is composed of three layers, the core is the core product, the second is the peripheral product, and the third is the epitaxy product. Only when we understand the three levels of the complete product, the problem of product homogeneity will be solved.

In the case of home textile products, it can be said that the core products of most brands are the same: the fabric is the same, the color is the same, and the main jacquard printing is the same, so it is difficult to reflect the difference in core products.

However, judging from the marketing situation, the difference between the performance of different brands is very large. Why?

Because of different products, differentiation is mainly reflected in the second and third layers of the complete product.

Understanding the needs of different consumer groups can get rid of the misunderstanding of product homogeneity.

This requires enterprises to spend time and energy to understand the needs of target customers, communicate with target customers frequently, and do systematic market research.

How can we achieve this?

How to operate it?

First, we should analyze the composition of the complete product of an enterprise, that is, the sequence of discharge from many factors, what the customers first care about, what they care about, the importance of each element and so on.

With the composition of a complete product, enterprises can strengthen their own characteristics and advantages according to their special requirements, and make their own characteristics and connotations in a certain aspect.

From online to offline, from brand to product, from promotion to promotion, from advertising to integrated communication, we must dig, deduce, and demonstrate this advantage and characteristics. It will be genetically, stylized and personalized.

A very effective way to extract product ideas is called FAB analysis.

Of course, to sum up the FAB of a company or the FAB of a product, a lot of market research work is needed. Through these works, we can understand the deep needs of consumers (especially the potential demand and future demand), find the source of the product innovation of our enterprises, grasp the consumer's consumption, consumption patterns and consumption processes, and compare these findings with the characteristics of our enterprises. Then we summarize the FAB of enterprises and choose the most valuable B points as the advertising words on the basis of these basic data.

As long as you look at the print ads and TV advertisements in the market, it is easy to see that many enterprises adverb F, rather than standing on the user's position, emphasizing what benefits and values they bring to users.