"Sister Hua, I do have many questions that I want to ask you!" Fang Lin said happily.
"Like you, I am a newcomer. If you have any questions, just ask!" Zhang Jiahua said.
Fang Lin thought for a while and said: "Today we are visiting all the customers you have known or worked with before. What I want to ask is, Sister Hua, if you visit a new customer, you know almost nothing about the new customer before the visit. You know it, so what should you talk about when you visit, and how should you talk about it?"
The question that Fang Lin wanted to ask was also the question that Yu Chang wanted to ask. They both had the same doubts.
Zhang Jiahua smiled and said: "I knew you would ask this. To be honest, the question you are asking now, I also asked Mr. Chai four years ago."
Zhang Jiahua has been in the industry for four years and was led by Chai Ning.
"When visiting new customers, you need to make some preparations before visiting, and what to prepare and how to prepare. The company's sales tactics will be explained in detail. You should not have gotten the sales tactics yet, otherwise you would not have asked this question."
Indeed, the two of them haven't gotten it yet. This is the first time they have heard of this thing in the company.
At the summary meeting that night, several people got a copy. This is the company's sales manual. Zhang Tian gave it a name: Daoxuan's Sales Art of War.
What The Art of War says is almost the same as what Zhang Jiahua said. However, depending on the different customer groups and his own understanding, Zhang Jiahua explains it more fully and is more applicable to actual combat.
The art of war is divided into "six moves and twenty-four styles":
The six moves and twenty-four movements are as follows:
The first step is customer analysis. It is divided into three types: development guide, data collection, organizational structure analysis, and judgment of sales opportunities;
Start sign: lock in target customers.
End sign: It is judged that there is a clear sales opportunity.
The second step is to build trust. There are two methods: judging customer communication style and developing customer relationships;
Start sign: Judgment that there is a clear sales opportunity.
Ending mark: Establish a good customer relationship with target customers.
The third step is to explore needs. There are two types: complete, clear and comprehensive understanding of customer needs and judgment of customer purchasing stages.
Starting point: Establishing a good customer relationship with customers.
End mark: Obtain the clear needs of the customer. (usually in writing)
The fourth trick is to present value. There are eight types in total: competitor analysis, formulating competitive strategies, making proposals, analyzing existing problems and pain points, making solutions and quotations, providing credit documents and product cases, product demonstrations, technical demonstrations and answering questions.
Starting Sign: Obtain clear requirements from the client (usually in writing)
Ending sign: Start business negotiation.
The business negotiation part involves product demonstrations, technical Q&A, price negotiations, etc. After there are no problems in this step, the procurement process will usually proceed. Generally, there will be no problems in the business negotiation phase. The probability of winning the bid in the procurement phase is basically more than 90%.
As for the next two tricks, they are to win commitment and follow-up services. We will talk about these two tricks later. Now let’s go back to the first trick: customer analysis.
During the customer analysis stage, it is especially important to do enough homework in advance.
The collection of customer information includes the collection of organizational structure information and the collection of customer personal information.
1. The collection of organizational structure information includes:
1. Unit background information: the nature of the unit, financial status, who is currently in charge, departments involved in the procurement process, etc.;
2. Equipment usage: the customer’s current equipment usage, obsolescence rate, etc.;
3. Personal information of the person in charge: including but not limited to: background, education, hobbies, contact information, family structure, preferences, hobbies, etc.;
4. Competitor analysis: including but not limited to: the relationship between competitors and customers, the use of competitor products in the unit, the names and contact information of competitor sales personnel, etc.
Generally speaking, the collection of all this information cannot be obtained before the visit. It is more likely to be obtained gradually through multiple contacts with customers. However, if you know some information in advance, you can get twice the result with half the effort when visiting customers.
This is what the saying goes, know your enemy and yourself, and you can fight a hundred battles without danger.
Collecting information is the first step in visiting customers. Yu Chang looked at the thick information on the art of war, and a spark ignited in his heart. It turned out that the sales of large customers also followed rules, and most of the melancholy in his heart immediately dissipated.
That night, Chang Yu brought the art of war materials back to his dormitory. After reading them all, he fell into deep thought. Combining today's visit practice and Zhang Jiahua's explanation, his thinking became clearer and clearer.
Remember the content of the Art of War, put it into practice, visit more, summarize more, improve more, and you will surely improve over time.
Sure enough, with the guidance of the sales strategy and the visits led by veteran sales staff, the effect of the following period of practical simulation training was amazing.
Several people are immersed in this kind of growth that absorbs nutrients every day.
Just when a few people were feeling proud, news came out from the company that Xue Bin, who had been running the market for a month and a half, successfully signed a contract with a total amount of 240,000 yuan.
This news surprised everyone and at the same time ignited the urge to try again. Fatty Li Ming even proposed to end the training for the next one and a half months as soon as possible.
Obviously, this is unrealistic. According to the actual situation, after the training is close to the Spring Festival, the customer's purchases for the year have been completed, and it is almost impossible to make any more purchases. In any case, the procurement plan will not be until after the Spring Festival, which is close to March.
If you go to the market now, you will only lose your energy and get frustrated. The company will obviously not agree.
After suppressing their unwillingness, several people immersed themselves in it and worked hard to practice their internal strength and skills according to the trainer's requirements.
In the blink of an eye, the six-month training was over, and the final report was given. The five people who participated all passed the company's assessment and were successfully retained.
After the assessment, the company signed labor contracts, confidentiality agreements, due diligence agreements, etc. with several people, which meant they became regular employees.
As the Spring Festival approaches, the company has a holiday. The holiday lasts for fifteen days, eight days more than the national statutory limit. This is a benefit provided by the head office to take care of colleagues who are visiting relatives outside the province.
Before the Spring Festival holiday, Yu Chang and others had an in-depth understanding of the company's organizational structure, personnel structure, etc., and also divided industries and regions.
Yu Chang was assigned to the government and enterprise group, Li Ming and Yang Qinghong were assigned to the public security and judicial group, Fang Lin was assigned to the medical and health group, and Song Yujia was assigned to the education group.
As for Xue Bin, he does not seem to belong to any group, but the client groups he currently works for are mostly medical, government, and state-owned enterprises. His work situation reports directly to General Manager Zhang Tian.
"Chang Yu, you're a bit awkward! Why were you assigned to the government and enterprise group?" Li Ming said.
"What's wrong with the government-enterprise team?" Yu Chang asked.
"Of the four groups in the company now, the government-enterprise group is the department with the least future, and its performance is at the bottom every year. Don't you know?"
"I don't know, what should I say?"
"The government and enterprise team, including you, now has a total of seven people. All the high-quality customers of the government and enterprise have been divided up by the first six people. The rest are just scraps or hard bones that cannot be chewed off. They are divided among you, not for you. Going to die?"
Yuxi has a total of two districts and seven counties and cities. Among them, people are running away in four counties and cities in two districts. The remaining three autonomous regions of Echeng, Pingcheng, and Yuancheng have no people running away.
According to this plan, wouldn't these three districts all fall on Yu Chang?
"It's okay. I'll do whatever the company asks me to do. When I can't create wealth, accumulating the ability to create wealth is also an opportunity and growth."
"Just be optimistic! You will cry when the time comes." Li Ming challenged.
"Huang Shitong, the sales director of the government and enterprise group, has been with the company for nine years and his performance is mediocre. It is said that he was able to take the position of sales director because of his qualifications."
"Yes, I've heard about it too, so you're miserable. I heard that Huang Shitong is a narrow-minded person who is always willing to spend money. His people were forced away one after another. Those who are left behind now are all replaced by others. The boss, who is waiting to die and colludes with Huang Shitong, is guarding a few old customers. He will not die, but he will not be able to increase the company's output value."
After Fatty Li Ming finished speaking, Yu Chang also fell into deep thought. Although his assessment results were not the best among the five, they were not the worst either. Why would the company classify him into such a group?
random?
On purpose?
Yu Chang couldn't figure it out, but since the company had made arrangements, he had no choice but to obey the arrangements, because he always believed that gold would shine wherever it is, and the more difficult and difficult the place, the more it can train people.
Sure enough, at the department group meeting the next day, Huang Shitong announced that Echeng, Pingcheng, and Yuancheng would be assigned to Yu Chang. At the meeting, Chang Yu briefly introduced himself and asked for advice from his seniors.
The meeting was not long and ended in about fifteen minutes. In addition to dividing the areas that Yu Chang was responsible for, the content of the meeting was for other sales staff to report on recent work progress, progress, and finishing work at the end of the year.
After the meeting, Yu Chang came to his new work station and began to search for relevant information about E, Ping, and Yuan. Echeng is about an hour's drive from the center of Yuxi, while Yuancheng and Xincheng are relatively far away. Moreover, the three places are all ethnic minority autonomous counties with small populations and limited funds. It can be said that the soil is extremely barren.
No wonder no one has taken over, it turns out they are all poor counties!
Yu Chang spent about an hour inquiring about geography, population, driving distance, government units, state-owned enterprises, provincial enterprises and other information to prepare for the post-holiday visit.
After doing this, Yu Chang thought about it and decided to go find Huang Shitong.
When he came to the door of Huang Shitong's office, he happened to see him about to go out. Chang Yu quickly said: "Director Huang, are you going out?"
Huang Shitong glanced at Yu Chang, packed his computer bag, nodded, and said, "Well, what's the matter?"
Yu Chang thought for a while and said: "Director Huang, I just checked the relevant information of the three places. I want to ask you for advice on some things I don't understand. At the same time, I want your advice on how to operate the markets in these three places. "
Upon hearing this, Huang Shitong stopped, glanced at Yu Chang, pointed to the sofa and said, "Sit down!" After that, he turned around and poured Yu Chang a cup of tea and sat down as well.
"Tell me what questions you have." Huang Shitong went straight to the point without any pleasantries or politeness.
Yu Changdao: "I already have a preliminary understanding of the government and enterprises in the three places, and I also checked the relevant bidding announcements on the Government Procurement Network, which shows that there are still procurement needs in these three places every year, but why has our company not been there in the past three years? ?”
After Yu Chang finished speaking, he keenly caught the change in Huang Shitong's face and heard him say: "These three counties are the company's weak spots. The company has not assigned sales personnel to take charge in the past three years. No, when you come, the company will start again." We made strategic adjustments and arranged for you to go there."
"Xiao Yu, I heard that your results during the training period were good. I also believe that the company assigned these three counties to you because of its trust in you. You have to work hard!"
Yu Chang nodded and said, "Thank you, Director Huang, I will work hard."
"If you have any questions, you can ask other seniors in the department for advice and discussion. If you encounter problems that cannot be solved, you can come to me. The trainer has already talked about how to visit customers, how to run the market, and the training stage. All you have to do now is The real practice will be on vacation soon. In the past few days, you should sort out a work plan and visit plan, collect relevant customer information and materials, and get started after the Spring Festival."
"Okay, Director Huang. I know what you just said. I would like to hear your suggestions on where should I start in these three counties."
Huang Shitong glanced at Yu Chang and said: "You can see this for yourself. Only when you go out will you meet customers. When you meet customers, you will encounter problems. When you encounter problems, solve them, and slowly you will be able to grow." I have confidence in you."
"It's normal for you to be confused now, but what you need to do now is to set a goal, such as how long it will take to complete a county. First set an achievable goal for yourself, complete it step by step, and gradually accumulate time."
Huang Shitong seemed to have other things to do, so he only gave Yu Chang ten minutes.
Yu Chang came out of Huang Shitong's office and once again collected information from the three places, unit procurement information, etc. in detail, compiled a form, and filled in the collected information one by one.
During the Spring Festival holiday, General Manager Zhang Tian gave red envelopes to every employee, including Yu Chang and other five newcomers. The year-end summary meeting was held after the Spring Festival, so on the day of the holiday, only matters related to the Spring Festival were simply arranged.
There were still five days left before the Spring Festival, and Yu Chang didn't want to go home so soon. He planned to use these five days to go to Echeng first. He wanted to tell Huang Shitong, but after thinking about it, he decided to give up and not tell him for the time being.
Yu Chang had received the business card printed by the company for sales a week ago. With the business card and the company's product information, as well as the previously copied contracts and project cases, Yu Chang changed into clean clothes and went to Echeng.
