We have crossed the era of industrial revolution and the era of information revolution. Now we have entered the era of mobile Internet. Since the old scorpion has not been cut, we have two different scenes in front of us, that is, overproduction and the Internet.

In the past, Dad warned me that I would be able to make money when I was courageous. In the age of their information asymmetry, the courage can get a high profit from it, and the price is completely in the mood. With the development of the Internet and mobile Internet, we understand that products are getting easier and easier, and the purchase process is becoming more and more simple. At the same time, offline quality and unit price are not dominant, and customer demand has been changing and not being satisfied. On the surface, the customer's attention has changed. From the perspective of the salesperson, the customer's cognition is the most important basis for purchasing. The cognition has changed and the purchasing behavior has changed.

For example, I bought the mechanical keyboard's hand rest and mouse pad twice. I used it and felt that the texture is very good. Colleagues need to repeat the order. Although it is not high-frequency consumption, I will know the brand from the heart. This is based on the trust in their products and the process of product value exchange. I use it well, I use it comfortably, and I think that a good company should be able to make money to be innovative. Both sides think that the value they get is greater than the value they pay.

For most companies, in addition to reducing costs through e-commerce and other means, we can also strive for a reasonable price space, obtain appropriate profits, and continuously improve customer contribution to value, which is a virtuous circle. Therefore, letting customers think that they have gained more value is not simply a business problem. The consultant sales representative can't understand such changes and find a solution that does not correspond. With the advent of the era of consumer upgrades, we are willing to pay more for the products and services we are worth to buy. I will classify him into three types of high-value transactions:

One is a higher price deal. Not a little higher, but much higher, even several times and dozens of times higher than the opponent! Apple mobile phone is a typical example. Although it has not been so strong in the past two years, people still create a lot of profits. For example, the charm blue mobile phone NOTE5, the price is raised by 100 yuan, LeTV TV 65 inch is raised by 300 yuan, Fuling The price of mustard 80g and 88g is increased by 17%, and sanitary ware, furniture, air conditioners and electric cars abound.

Second, if the price does not change, it will sell more, occupying a larger share of the purchase or market share of the customer. We have a car network OBD module that can read the car's ISO standard data stream, and the volume price from the beginning is very precise. This is a running data acquisition sensor. From the completion of R&D investment to the purchase of imported chip unit price, NXP's CAN transceiver selection and customized EST527-miniS underlying decoding chip are all above and below 10K, both in manufacturing and in application. It has the advantage of mature technology and mass production in products. Therefore, regardless of changes in the market, customer purchases and market share have been expanding.

The third is to fight for a long-term business if you can't sell more at once. At this stage, there are many pieces of customized products, such as control motors, time-sharing, front-loading TBOX, front-mounted multimedia car information, streamer pedal modification, fleet management, etc. Many projects belong to the original traditional manufacturing industry. Iteratively upgraded projects or customized and intelligent upgrade projects. We provide professional services, become the exclusive supplier or supplier of Class A suppliers, or bus data application solutions, a large number of cases and real vehicle testing, high quality and service, and establish the absolute advantage and accumulation of technology in the competition. .

The acquisition of these advantages can not be based on some sales techniques to the machine, nor can it be repaired by the improvement of its own methods. This is a fundamental change from its own brain. Before we consider selling products, what kind of services do we have? After the transaction, what services do we need to do for our customers? This project is always the process of turning customers from partners into friends, and it is a change of mind.

For example, a salesman sells his software to a boss who is doing deep processing of corn. After listening to the product introduction, the boss lets the sales comrades report the price, and the sales balance has repeatedly reported a price. The boss listened for a while and decided not to buy it. Disappointing sales reasons for the question, the boss pointed to the corn truck to send corn, said that I use this money to buy corn, with the car pulled, can be discharged two miles. What is the boss thinking? In fact, it is very simple. It is not a problem that the software is easy to use. For the same investment, he is willing to invest the money in a place with more value. Therefore, when we are doing products, if we can not create value for customers and create profits, then the deal is unhealthy, and the core of business is the exchange of equivalence.

That being said, sales people have to create value for customers. In fact, there is still a lack of value, that is, to pass on value. A workshop worker tightens a screw for a car. This is the value he creates. A driver who delivers the goods safely and safely to the designated warehouse is also the value he creates. The difference is that sales are usually the last link of the entire transaction chain. He needs to pass on the value created by the real value chain to the customer. Of course, some sales just simplify themselves into the microphone of the product value. The entire value chain of R&D, mold, production and testing is delivered.

Last time I participated in a small event, I chose to carpool. I was sitting in a car selling a veteran old bird, running a train full of mouths, telling the newcomers how to get the boss’s leadership recognition, how to exaggerate their previous performance and strive for a high salary return. Making big companies mixed and gilded, how to fight against peers... I am thinking, no matter what industry, the reason is to create value for customers, and the ultimate meaning of sales staff to create value for customers is to get bigger The return, fight for reasonable profit margins. The traditional product introduction type sales can not give customers multiple value services, the products are reliable, the mother's advertisements are not used to play, the value is not useful, BB is useless, Napoleon is defeated and the soup is not used, the enterprise is defeated. Do not stand in the first line and solve problems together with customers.

我們跨越了工業(yè)革命時(shí)代、信息革命時(shí)代，現(xiàn)在步入了移動(dòng)互聯(lián)網(wǎng)時(shí)代，由于舊辮子沒(méi)剪掉，我們眼前呈現(xiàn)了兩個(gè)不同的景象，那就是生產(chǎn)過(guò)剩和互聯(lián)網(wǎng)。

在過(guò)去，爸爸告誡我膽子大就能賺錢(qián)，在他們那個(gè)信息不對(duì)稱的年代，膽子大是可以從中獲取高額的利潤(rùn)，報(bào)價(jià)完全看心情。隨著互聯(lián)網(wǎng)和移動(dòng)互聯(lián)網(wǎng)的發(fā)展，我們了解產(chǎn)品越來(lái)越容易，購(gòu)買過(guò)程也越來(lái)越簡(jiǎn)單，同時(shí)，線下品質(zhì)和單價(jià)不占優(yōu)勢(shì)，客戶需求也一直在變化而得不到滿足。表面上看，是客戶的注意力改變了，站在銷售人員角度來(lái)看，客戶的認(rèn)知是最重要的采購(gòu)依據(jù)，認(rèn)知變了，采購(gòu)行為也就跟著發(fā)生了改變。

例如，我二次購(gòu)買了機(jī)械鍵盤(pán)的手托和鼠標(biāo)墊，我用過(guò)，覺(jué)得質(zhì)感非常不錯(cuò)，同事需要而重復(fù)下單，雖然不是高頻消費(fèi)，但是我會(huì)從心里去對(duì)這個(gè)品牌樹(shù)立認(rèn)知，這是基于對(duì)他們產(chǎn)品的信任，也算是產(chǎn)品價(jià)值交換的過(guò)程。我用的好，用的舒服，而且認(rèn)為好的企業(yè)，應(yīng)該就是要賺錢(qián)才會(huì)有創(chuàng)新，雙方都認(rèn)為自己獲得的價(jià)值大于付出的價(jià)值。

對(duì)于大部分的企業(yè)來(lái)說(shuō)，當(dāng)下除了通過(guò)電商等手段降低成本外，我們還可以爭(zhēng)取合理的價(jià)格空間，獲得適當(dāng)?shù)睦麧?rùn)，不斷提高客戶對(duì)價(jià)值貢獻(xiàn)，這才是良性循環(huán)。所以，讓客戶認(rèn)為獲得了更多價(jià)值，不單純是業(yè)務(wù)上的問(wèn)題，以顧問(wèn)型的銷售代表也沒(méi)辦法理解這樣的變化，找到不對(duì)應(yīng)的解決辦法。消費(fèi)升級(jí)時(shí)代的到來(lái)，我們?cè)敢馓透嗟腻X(qián)來(lái)買下我們值得購(gòu)買的產(chǎn)品和服務(wù)，那這類高價(jià)值的成交我將他區(qū)分為三類情況：

一是更高的價(jià)格成交。不是高一點(diǎn)，而是高很多，甚至比對(duì)手高幾倍、幾十倍！蘋(píng)果手機(jī)就是個(gè)典型的例子，雖然近兩年沒(méi)那么勁頭十足，但是人家還是創(chuàng)造了大量的利潤(rùn)，再例如，魅藍(lán)手機(jī)NOTE5，價(jià)格上調(diào)了100元，樂(lè)視電視65寸上調(diào)了300元，涪陵榨菜80g和88g的價(jià)格上調(diào)了17%，衛(wèi)浴、家具、空調(diào)、電動(dòng)車比比皆是。

二是價(jià)格不改變，則賣得更多，占據(jù)客戶更大的采購(gòu)份額或市場(chǎng)份額。我們有一款車聯(lián)網(wǎng)OBD的模塊，可以讀取汽車ISO標(biāo)準(zhǔn)的數(shù)據(jù)流，從一開(kāi)始的批量?jī)r(jià)格就是定的非常精準(zhǔn)。這是個(gè)跑量的數(shù)據(jù)采集傳感器，從研發(fā)投入完成到進(jìn)口芯片單價(jià)采購(gòu)，NXP的CAN收發(fā)器選型和定制的EST527-miniS的底層解碼芯片，都是10K級(jí)以上進(jìn)出，從制造和應(yīng)用上都具備了技術(shù)成熟，在產(chǎn)品批量制造的優(yōu)勢(shì)。所以，不管市場(chǎng)如何變化，客戶的采購(gòu)和市場(chǎng)份額一直都在擴(kuò)大。

三是如果不能一次賣的更多，就爭(zhēng)取長(zhǎng)久的生意。現(xiàn)階段下，有很多零碎的定制化的產(chǎn)品，比如控制電機(jī)、分時(shí)租賃、前裝TBOX、前裝多媒體車載信息、流光踏板改裝、車隊(duì)管理等等，很多項(xiàng)目都是屬于在原來(lái)傳統(tǒng)制造行業(yè)上做迭代升級(jí)的項(xiàng)目或者定制化、智能化升級(jí)項(xiàng)目。我們提供專業(yè)化的服務(wù)，成為客戶獨(dú)家的供應(yīng)商或者A類供應(yīng)商，或者總線數(shù)據(jù)應(yīng)用方案商，大量的案例和實(shí)車測(cè)試、高品質(zhì)和服務(wù)，建立了競(jìng)爭(zhēng)中絕對(duì)的優(yōu)勢(shì)和技術(shù)的積累。

這些優(yōu)勢(shì)的獲得，不能簡(jiǎn)單靠一些銷售技巧來(lái)該機(jī)，也不可能對(duì)自己方法的提升上去做修補(bǔ)，這是一種根本性的變化，來(lái)自于自己的大腦。我們?cè)诳紤]銷售產(chǎn)品之前，我們會(huì)有什么樣的服務(wù)，成交后，我們需要對(duì)客戶做哪些服務(wù)，這個(gè)貫穿項(xiàng)目的始終，是將客戶從合作伙伴變成朋友的過(guò)程，是思想上的變化。

舉個(gè)例，一位銷售向一家做玉米深加工的老板推銷自己的軟件，老板聽(tīng)完產(chǎn)品介紹后讓銷售同志報(bào)個(gè)價(jià)，銷售衡權(quán)再三，報(bào)了一個(gè)價(jià)格。老板聽(tīng)了思考了一會(huì)，后決定不買。失望的銷售追問(wèn)原因，老板指著窗外送玉米的農(nóng)車說(shuō)，我用這錢(qián)買玉米，用車?yán)梢耘懦龆锏亍＠习逶谙胧裁?？其?shí)很簡(jiǎn)單，不是軟件好用不好用的問(wèn)題，同樣的一筆投資，他愿意把錢(qián)投到增值多的地方去。所以我們?cè)谧霎a(chǎn)品的時(shí)候，如果不能給客戶創(chuàng)造價(jià)值，創(chuàng)造利潤(rùn)，那這筆成交就是不健康的，商業(yè)的核心是等價(jià)交換。

那這么說(shuō)，就是銷售人員要為客戶創(chuàng)造價(jià)值了，其實(shí)，還缺一點(diǎn)，那就是傳遞價(jià)值。一個(gè)車間工人，為一輛汽車擰緊一個(gè)螺絲，這是他創(chuàng)造的價(jià)值，一位司機(jī)，將貨物安全平安送到指定倉(cāng)庫(kù)，這也是他創(chuàng)造的價(jià)值。不同的地方是銷售通常都是整個(gè)成交鏈的最后一個(gè)環(huán)節(jié)，他需要把真?zhèn)€價(jià)值鏈創(chuàng)造的價(jià)值傳遞給客戶，當(dāng)然，有的銷售只是把自己簡(jiǎn)化成了產(chǎn)品價(jià)值的傳話筒，并沒(méi)有把研發(fā)、模具、生產(chǎn)、測(cè)試的整個(gè)價(jià)值鏈給傳遞出來(lái)。

上次我參加一個(gè)小活動(dòng)，選擇了拼車，車上坐著一個(gè)經(jīng)常跳槽的銷售老鳥(niǎo)，滿嘴跑火車，告訴新人如何取得巴結(jié)上司取得領(lǐng)導(dǎo)認(rèn)可，如何夸大自己之前的業(yè)績(jī)來(lái)爭(zhēng)取高薪回報(bào)，怎么造出大公司混過(guò)而鍍金，怎么打擊同行云云……我在想，不管在什么行業(yè)，存在的原因都是替客戶創(chuàng)造價(jià)值，而銷售人員為客戶創(chuàng)造價(jià)值的最終意義，還是在于得到更大的回報(bào)，爭(zhēng)取合理的利潤(rùn)空間。傳統(tǒng)產(chǎn)品介紹型銷售給不到客戶多元價(jià)值服務(wù)，產(chǎn)品靠譜，央媽的廣告都不用打，提供價(jià)值瞎BB是沒(méi)用的，拿破侖就敗在沒(méi)有和戰(zhàn)士們喝湯上了，企業(yè)就敗在沒(méi)有站在一線和客戶共同解決問(wèn)題。