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The library of essays of Proakatemia

Sell yourself before sell products

Kirjoittanut: Zichen Gao - tiimistä Satku.

Esseen tyyppi: Blogiessee / 1 esseepistettä.
Esseen arvioitu lukuaika on 3 minuuttia.

There was once a supplier A who competed for a certain project of our company and failed.
After learning that they had missed the order, a new project manager in charge of it began to send me frequent messages:
“Last year it was because of price that you trusted other suppliers, which led to the problems you are experiencing today.”
“Our company has always cooperated very well in our previous cooperation. I also hope that your entire team has the same idea.”
“If your project doesn’t work in the later stage, you will still come to me after half a year. We have many customers who come back after hitting a wall.”
My only feeling after seeing these message is that I was right not to choose them. He didn’t impress me, much less convince me. On the contrary, these words reflected accusations or jokes against the other side, rather than reflections on the project and cooperation.
I originally thought that I could communicate with the them again if there were other projects in the future, but I have completely given up this idea now.
Perhaps, the person in charge may not have ulterior motives, but he made a serious mistake when he spoke: speaking in a superficial way and speaking in a profound way.
The same sentence, said by different people, or by the same person at different stages of relationship, has completely different effects.
For example, if your best friend asks, “How are you doing with your job recently?” you may sigh and say, “It’s hard to explain.”
But when a relative who you don’t see once a year asks, “How are you doing with your job recently?”, you most likely have only one thought: “It’s none of your business.”
At different stages of trust, there are things that should be said and things that should not be said. This is the saying in the field of sales that ” shallow friendship does not speak deep”.
As a new person in charge who has no previous interactions but has only known each other for half a month, how much trust can there be between him and me?
Therefore, even if the explanation is “It doesn’t matter if we don’t have the opportunity to cooperate this time, we will communicate next time” will become “You will definitely hit a wall in half a year, and you are welcome to come back to me after hitting the wall.”
There is this said: salespeople provide “trust” and “value”.
B2C sales put value first and then trust. For example, when girls buy bags, cosmetics, and clothes, and boys buy cars and electronic products, they basically focus on the value of the brand or the product itself. And are very little affected by sales. Therefore, there are not many requirements for salespeople relationship management.
But the opposite is true for B2B sales. Because the product value itself is not very different, but the purchase amount is huge, it is necessary to sell individuals first. Sales must first win the trust of customers and then pass the value to customers.
Therefore, as salespeople, we are often not selling products or solutions, but selling ourselves. The products are just sold while selling ourselves.
Only when customers first believe in us, will they believe in the solutions we tell them, just like when we go to the hospital to see a doctor, we will see which doctor’s qualifications are more trustworthy.
This is what is called: before selling goods, sell people first.
Moreover, B2B business is often re-purchasable. As long as the customer trusts me, even if there is no way to close the deal this time due to solution evaluation or risk assessment issues, the customer will definitely come to me again when there is a new project next time, even if I am no longer in the current company. company.
From this perspective, the so-called “customer resources” do not mean how many customers’ contact information we have, but how many customers have trusted us.
They are willing to listen to us, are willing to take the time to explain our needs to us, and are willing to open a window for cooperation with us when there are new projects.
This situation is particularly evident in the field of purchasing agents.

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