Channel customers often have ten "dark" mentalities
[China Glass Network] The darkness of the channel customers is not specifically referring to the market tactics of the dealers, but rather the “profit-seeking†psychology that the dealers have realized in the process of cooperation with the brand manufacturers. Have: Yoga Pants,Gym Yoga Pants,Gym Pants Yoga Wear,Compression Wear,Swim Wear,High Waist Leggings Co., Ltd. , http://www.nsyogawear.com
One: the pursuit of preferential psychology
The Chinese are subtle, and no dealers have blatantly stated that they want discounts. They always express this signal through clever information or questions. For example, one day, a dealer who usually ignores you, greets you very warmly. Or, the customer said that there is a terminal store with good potential to open in the near future, which means that the dealer may ask for you or hope to get your support; sometimes, the dealer said in front of you that the business is difficult to do now. In fact, your product is still the leading product in the market. In the product structure of the dealer, it is also the main product. This situation is a dangerous signal. It shows two possibilities: one is that the dealer wants to promote, and the other is your Competing products are in contact with this customer, and give you some promises that you have not given; you deliver, customers can clearly put 10, but only 5, what do you mean?---Points of discount! In KA store Your original favorable position was seized by competing products---don't worry, don't bother, it is that you have not come to the service for a long time, the tracking is not in place, it is definitely the competitive goods that give the dealer more benefits.
Customers are looking for endless satisfaction, of course, they can't always be satisfied. What should the salesman do?
1) Have sufficient psychological preparation, and think of excuses, or promise to cash in a certain period of time.
2) Give the discounts the skills, multiple times, less give, give time, combine the market reality and goals, and even take the opportunity to increase.
3) Pay close attention to the trend of competing products, especially in the terminal concerned about the sales situation of the competing products, the inventory, the dynamics of advertising and promotion.
4) Believe in the customer's words, but be sure to investigate by yourself.
The second: picking the psychological problem
Say that you are expensive, not famous, no promotion, poor quality, or the service can not keep up, and so on, customers can always pick out the problem. This is the strategy of many customers dealing with suppliers, that is, psychologically hitting you, only to completely attack you and win the advantage of the main position, the dealer will shake your confidence and fight for your concessions. Wal-Mart and Carrefour are better at this kind of store. The general suppliers come to visit. There are no two or three times. You can't see anyone. When you meet for the fourth time, it is only a few minutes. What you get is not encouragement. , but extreme criticism, the purpose is very simple - to condition, you give in.
In the face of such a non-existent terminal, the salesman must be calm and modest, do not refute the blameless blame of the procurement staff, patiently and objectively evaluate their products and competing products, and insist on the necessity and altruism of cooperation. Inducing the other party's procurement personnel to recognize the advantages and disadvantages of their products. When negotiating, they must be euphemistic, emphasizing the timely, quality, and promotion measures of sales promotion.
Third: sales psychology
In the face of fiercely competitive markets, dealers and terminals want to sell, because they can control prices and profits, who do not want? If the supplier is looking for regional agents, or operating by sub-channel, the customer's requirements are very reasonable, suppliers or brands Manufacturers should also adhere to the principle of regional protection. However, for a mature brand or non-distribution model, it is a behavior that many brands are not worth the loss for a single brand. In the face of such dealers, they should be branded and distributed. The practical and responsible practice of the business illustrates the dangers and risks of the monopolistic market, and it is recommended that the dealers selectively make the market and the goods, and after the local market is mature and the internal operations are mature, gradually expand the market share and sales scope.
Fourth: herd mentality
Chinese people like to be in the crowd, in the mall too! Many small and medium-sized customers also like to be in the crowd, they dare not take risks, others buy, he will enter, others do not enter, he does not care.
For this kind of psychology, brand manufacturers should pay attention to point strategy. We know that in any industry, there are one or two customers with certain influence and strength in each market. These customers are very appealing. Brand manufacturers must first negotiate with these customers, even give special policy support, or relax. Conditions, especially during the market icebreaking period, and told this customer that this policy only applies to his personal, others can not enjoy, when the customer is recognized and successful cooperation, naturally, he will drive subordinate outlets and other customers to purchase.
The author used to go out to discuss customers during the employment of a certain mother and baby brand director. In principle, choose a better customer in the local market. Even if the cooperation is not successful or the possibility of cooperation is small, it is necessary to go. The secret is simple: mainly Leverage the influence of the customer, create the brand's potential, and let other customers know, display the good image of brand product quality, company strength, service level, etc., in order to ensure the superior position or initiative when negotiating with other customers, to develop the market The chance of success.
The fifth: the psychology of exploring market information
Dealers have their own world, and brand manufacturers also have their own global awareness. However, in any occasion, dealers are concerned about the internal operations of the market, competing products, and cooperative brands. Their sources of information and tentacles are sometimes more sensitive and more than manufacturers. They are always worried that they can't control the market, and they are afraid that brand manufacturers will not pay attention to his status and sales management of products. They are even more afraid that the cooperative brands have no follow-up management ability, which leads to the risk being transferred. Therefore, they always intentionally or unintentionally take your information. Sometimes, I also inquired and explored from the side door. What's more, they said to you: A manager of the company is gone, is it? Or, I heard that you are engaged in the purchase of rebates in the next-door market, is it? In fact, You know, this is impossible. The truth is, the customer is cheating on you!
Sixth: show off psychology
Many customers like to show off their own, or to show off their monopoly market, the purpose is to show performance, want to get more benefits, and sometimes, in order to get the manufacturers to pay attention to themselves, there are some possibilities, and you to enhance your feelings, hope You help him to get more promotion policies, for example, take you to the terminal, you must believe that the terminal you are looking at is definitely a better outlet. When you go to the terminal, you hear a good evaluation, and the product is also more prominent. The location, after the entertainment, the terminal boss will say: We should chase after victory, to have more promotions, or, to do more advertising is better. Oh, the dealer is asking for a discount from the mouth of the terminal!
Seven: fear or rejection of the neighbor's psychology
As the saying goes: distant relatives are not as close as neighbors. This is not applicable in shopping malls. It is applicable in shopping malls: merchants are light. According to relevant surveys, more than 50% of customers cannot deal with good neighbors or direct competitors, and 70% fear or exclude direct competitors.
Therefore, when distributing goods in densely populated commercial areas, we must pay attention to this subtle psychological and objective market form to prevent accidental offending customers. My personal experience is to first investigate the market, and to communicate with customers in the area where the goods will be distributed, and then do the following. Secondly, don’t argue with the customers about the market distribution. Later, if the customer does not meet the requirements. When the number of outlets is distributed, the manufacturer needs to ask the situation first. After obtaining the customer's approval or supportive opinions, he will deal with the direct competition problem and the distribution problem.
Eight: vigilance
Everyone is often told: don't talk to strangers, and customers do the same. They are always alert to the products brought by the salesmen and salesmen at home. They don't understand your details, and even refuse to deal with you. They often worry about not having a bad influence with you. More directly, They always care about making money. If the product is good or not, what should I do? If these problems are not solved, they will be very cautious and will not easily talk to you.
After several visits, three times and five explanations and stresses, these customers are still very peaceful, there is no movement, there is no sign of cooperation or purchase, even as cold to you, as a salesman, don't worry, you should believe that this It doesn't mean they are not tempted. Maybe these customers are more anxious than you, but they don't know about your company and products. Their cautiousness urges them to step up their investigations and maintain their demeanor. The purpose is not to lose. Initiative.
After the cooperation, they will still be vigilant for some time. According to my experience, this time is the running-in period. They will be vigilant because they are worried about the details of the contract execution. For example, is the delivery time as scheduled? How is the product quality? How is the promotion policy and implementation? And so on.
Nine: The main position pays attention to the psychology
Almost all customers have the theme of psychology. The explanation of the theme is: I am a large market or a distributor, and your manufacturer must pay attention to it. Especially after getting the agency right, manufacturers should pay more attention to this market. Or my customer, the market should be centered, the staff should not be less, the policy should not fall. The customer often said that the market will be yours in the future, the brand is yours, and the market. We rely on cooperation, that is to say, manufacturers come to market, my channels and outlets are mine, I am using it for you, so doing good and bad has nothing to do with me.
From the perspective of the pursuit of greater interests, the above-mentioned psychology is completely understandable. However, this is an act that ignores the basis and premise of cooperation between the two parties. However, the customer will be confused and the purpose will be obvious.
Ten: Arrears
All channel customers are the same, only willing to purchase, not willing to take money, or, enter the larger goods, take less money, or simply, talk to you about the goods, talk about the sales cycle, talk period Individual channel customers will still hide and seek with you. If you have not finished the checkout here, he will start to complain, and will look for difficulties and problems that make it difficult for you to distinguish. Even directly, I am not here, you are going to find finances! Actually, You know, the boss didn't speak, how can the finances check with you?
In view of the difficulties in the construction of market channels, many manufacturers eager to sell products will consider distributing goods. The policies are also varied. There are also compromises in the whole shop. However, these marketing policies have flexibility, but they also have sequelae and bigger problems. Yes: The manufacturer found that the sales went up, the sales amount was very poor, or simply, only the gross sales, there was no net sales at all, or it was found that the monthly sales volume of single products was increasing, but the sales return did not rise. The reason is very simple, it is the channel customers deliberately defaulted on the payment.
Therefore, the problem of solving the distribution and sales return is that manufacturers must pay attention to it. There are always customers who are in arrears in the market, and the measures to avoid the default of customers have to rely on the manufacturers themselves to solve.