This is a good issue. Look be like simple, can reply without cogitative person: "That is bad still, make the best of time to tell oneself ' advantage ' , does the client let you say to still do not make the best of time? Does the client let you say to still do not make the best of time??
But actually, once not be to be below the condition that designs beforehand (for instance you had been coordinated with planted agent, he is sedulous on the meeting so ask, let you speak out the word that has designed beforehand next. ) client so ask sure backside hidden " trap " . This " trap " may not is the client should kill you intentionally, but the objective that he has himself certainly. In you so the hour client of by surprise asks you so, you should hit extremely spirit to be answered with all one's strength immediately. Said to be opposite the future is bright, missay step forward dimension difficult.
This fluent and accurate question that answers a client nots allow actually easy, need does many fundamental homeworks, we first from should make clear a few concepts of Hunan to begin:
One, after all what is " advantage "
Will read this paragraph of conversation first
Sale: "We have our motor transport corps in this locality, all goods make sure internal energy sends 24 hours "
The sale says he can assure to be supplied in time
Client: "Other a few suppliers also can assure to be supplied in time, and protracted punish criterion we also can write a contract "
The client is approbated far from, think this is nodded poor and common
Sale: "Our company is the old company of 30 one's remaining years, the technology is accumulated deep. The technology is accumulated deep..
The sale says him dominant position: Old brand enterprise, the technology is powerful
Client: "We are afraid of old company, flow is trival efficiency is low. Rate of our industry movement is rapid, the hope looks for to be able to catch up with supplier of our company rate. The hope looks for to be able to catch up with supplier of our company rate..
Strange, how " advantage " became in client mouth " inferior position " ?
Sale: "Our product quality is stable, repair rate is extremely low. Repair rate is extremely low..
The sale says his dominant position: Quality is good
Client: "A few suppliers say his repair rate is low, we also do not know whose quality is good after all "
Obviously quality is good, how is the client believed?
Estimation reckons 5 horses gallop in sale heart at that time, within an inch of has carried gas on the back. This client is one rancors really, it is for certain be done to decide by adversary! But really such? We will tear open solution, perhaps not be really likely in that way.
After all what is an advantage? We should understand above all to the sale, left the client's acknowledge, everything your is a function only. Your company, product, supply... it is the product that you have / company function (the functional concept on broad sense) . Since be a function, have a kind of possibility: What you support some functions, your adversary also is had; The adversary that possible also of course sex is you is done not have, but in height coessential change, compete adequately it is more and more difficult to seek functional difference today. So the function cannot make your direct competition dominant position.
Above all: So quality of longer than adversary, product compares your company history match is good, supply relative stability, have the feature of the extraordinary of some functions into you. What these features made you and opponent is different, differ only, ability makes attention focal point of the client. Because type selecting is planted from some,searching namely on angle different. If all function point is same, so the client is compared on a thing only different -- the price. We become the feature that with adversary photograph comparing differs " difference "
Next: Differentia can make your dominant position certainly? This paragraph of dialog also proved above -- may not! When the difference client disinclination that has when you, all difference may be your inferior position! What the client wants is the constituent requirement that can satisfy him and individual interest (individual interest is enclothed very wide, do not think crooked) difference. If your difference cannot be satisfied, it is inferior position namely in his eye. The constituent demand that we pay close attention to him and individual interest become pair of clients " value "
Finally: What if your difference can satisfy him really,expect " value " , but what evidence do you have to prove? Still do not have corporeal Chengcheng to believe a society at present after all, to the opinion on public affairs of other, what think of above all is to oppugn and rather than to believe. So, we still need to be able to prove him difference " evidence " .
Say about this bits many: Some people say evidence also may be false, but should understand you have evidence to always compare white without eat dishes without rice or wine tooth say to want many authentic. You took out testimony, the evidence that others wants to overthrow you is impossible white tooth of mouth of smooth without foundation, difficulty wants a lot of bigger.
Can see, all advantages must have be short of one cannot 3 element:
1, the product that you offer / the function of the company " difference " ;
2, your difference can bring to the client " value "
3, of the difference that proves you " evidence "
2, the dominant position that how states you
Actually above after saying to be clear about at 3 o'clock, how to state had risen to surface. When the dominant position that states you, must describe at the same time at 3 o'clock: Difference, value, evidence. Than as above face that case sale changes way of a kind of description:
Last you mention you to be able to be received temporarily order, this is right of fittings urgent supply have a demand. Our company has his motorcade in this locality. Deserving to serve us to need not be coordinated with tripartite attemper, can assure to be you at any time urgent for goods, the forehead that assures you temporarily order is urgent production. You look, this is the photograph of our motorcade car, the photograph that this is our motorcade place where troops are stationed and position...
I understand you to grow rate fast, vicissitude of the market of products plan follow closely. This follows with respect to what go up to design of supplier spare parts adjust have higher demand. And the design should catch up with the technical actual strength that is about to seek a supplier is enough strong, technical reserve is deep. Our company is old brand enterprise of 30 years, had offerred distinctive products plan for hundreds of enterprises. This is we are the product with each custom-built enterprise graph library... "
A few days ago on the conference, you are severe the decisive action that general manager specially stressed product quality developing to you, and our company quality is stable always, repair rate is very low: The repair that this is our past years leads forms for reporting statistics, all quality decide on awards through discussion that this is our past a few years reports...
Can see, emphasize difference be close friends than emphasizing a function only many, and it is better that the value that emphasizes pair of clients wants than emphasizing difference only again, the strongest is to be aimed at client value to elaborate not only still offer evidence to prove, conviction is opposite the strongest.
3, compensatory finally: How can you just know the client expects " value "
This bit of as it happens showed the effect of sale methodology, the sale visits 4 homeworks: Ask, listen, say, in wanting, saying is not the most important, one confronts a client bombastic, saying the sale scarcely that held major communication time is good sale. An outstanding sale visits the most important time in communicating is ask and listen. Know the client through ask and listening connect the ability after appearing to be able to use saying time.
After the value that expects in the client place that master only, just be the optimal opportunity that states him dominant position.
Sum up finally:
Ask you when the client: When your product has what advantage, if you already mastered the value that the client expects, elaborate oneself difference around value, prove difference and value with evidence next. If you return the expectation that did not master a client, need to pass changeover topic, what is the value of the expectation that knows a client above all. For instance:
Respecting our product the place that can say is not little still. But the demand that I always felt to break away from you and your requirement, my door these characteristics also can say with respect to it doesn't matter. Can help you just can calculate our dominant position after all. So you look to be able to communicate you to have what demand first, how does the product that sees us match...
May you ask not so how to say to meet? Very simple, if do not do first,tell directly so called " advantage " criterion as it happens falls into the client " trap " : The small Zhang in client heart this inside recorded oneself all expectation, what taking you to be stated directly next is alleged " advantage " the small Zhang that follows oneself this comparative. Not was opposite in each those who go up you are alleged " advantage " two words write down at the back of: "Difference is judged! "Difference is judged!!
