How does a gift company look for an order breakout point?

[China Gift Network News] There is no purchase in the world for no reason. The reason why customers purchase gifts is because the constant pain exceeds the pain of change. From the initial customer's intention to purchase gifts to the final order, the customer's purchasing psychology is also undergoing corresponding changes. Grasping the psychological track of the customer, the gift company can easily find the order breach.

I believe that every gift company has encountered such a thing: the things that have been done are finished, the product is presented, the plan is submitted, the price is offered, the rebate is promised, not only should it be done, but should not be done. All done, but the customer is indifferent. In the face of delays in customer purchase orders, gift companies can't do anything about it. What went wrong? The answer is: the gift company ran too fast, and the customer did not keep up. If you are in a hurry to eat hot tofu, if the gift company wants to close the order, it must follow the customer's purchasing logic.

First, customer intention

There is no unpurchased purchase in this world. The reason why customers purchase gifts is because the constant pain exceeds the pain of change. For example, a customer who purchases promotional gifts is hoping to increase the sales of (new) products through the purchase of gifts; the purchase of welfare gifts is to express humane care, thereby mobilizing the enthusiasm of employees; purchasing business gifts is to maintain customer relationships, and is beneficial to foreigners. Achieve cooperation.

The purchase of any gift by the customer means a change. Buying a promotional gift means not using the previous price reduction strategy. Preparing a birthday gift for each employee means that the previous greeting card is no longer used. I am empty again. Buying means change, whether it's good or bad, it creates fear or insecurity. Therefore, from the initial customer's intention to purchase gifts to the final order, the customer's purchasing psychology is also undergoing corresponding changes. Grasping the psychological track of the customer, the gift company can easily find the order breach.

Second, find the problem

There is no pain without problems, no change without pain. The pain of the customer is raised in a pinch, and the customer is persuaded to change. Therefore, the customer's purchase begins with a problem or difficulty. In addition, the new products went on the market, did not meet the expected sales volume? The employees frequently resigned, the company complained internally and externally? The customer loss was serious, the sales department was not lost... The problems existing by the customers may be discovered by internal employees themselves, or they may be It was discovered by the sales staff, and what the gift company had to do was to dig out the customer's problems.

Third, analyze the problem

When the gift company discovers the customer's problem, it does not mean that the customer should solve the problem immediately through the product, but to help the customer analyze the problem. There are two purposes for analysing the problem: one is to increase the pain of the customer by analyzing the problem, and the pain is unchangeable; the second is to let the customer decide whether the problem needs to be solved, rather than the gift company thinks that the problem should be solved.

If the customer believes that this problem is not necessary, then the gift company will return to the initial stage even if it has reached the stage of the transaction, and then find other problems or simply give up. Whether to solve the problem, this is the customer's first decision point, and the first level in the gift procurement process.

Fourth, establish priorities

The customer has decided to solve this problem, but in what order to solve it? What to solve first, what to solve after? What can be done to maximize their own interests?

This is a question that customers must consider and a second decision point. Many gift companies may not pay much attention to this step, but this decision point is very important for influencing competition, and it is a place where sales are very important. Sales experts can use it to gain a competitive advantage. Because customers often don't pay special attention to the order, but this order is precisely the key to eliminating competitors. Because the customer will go to your "thief ship" first, the cost of remorse will be very high. So, you have to find a way to let customers know how wise it is to buy your first thing, and the second relationship is easily broken.

Fifth, choose a gift merchant

The above three points have reached a conclusion, the customer will consider the gift merchant's business. But in most cases, the customer is not deciding who to buy the product, but rather decides that this thing should really be promoted. At this time, customers began to find gift sellers in the market. If the gift company first intervenes in the project and participates in the customer's decision in the first few steps, it is easy to break through the level and establish a standard that is good for itself. If there is a standard, at this step, the opponent should be shielded almost, this is the first advantage.

How much does this advantage mean to customers? I can tell you a statistic: A major international company has done a detailed analysis of its own projects. They believe that as long as the previous things are done by themselves, the probability of taking the list is 93. %; If not, counting on the back, the probability of success is only 7%. This is the customer's third decision point. Preconceived is the only way to sell.

Sixth, evaluation gift program

Don't expect customers to study word by word with your gift plan that can kill people. Customers don't have much time to spare. The process of evaluating the program is actually a process in which the gift company guides the customer to understand and solve the problem. This includes communicating with people at different levels, using multiple forms (training, presentations, written materials, etc.) to understand the customer, and to work with clients on multiple different issues. Core Tip: After the gift company has finished the solution, it is not to give the customer their own considerations, but to work with the customer to do the solution, and let the customer feel that he is the gift program.

Seventh, evaluation of gift providers

There is an interesting phenomenon in the process of gift sales. Customers often pay attention to products and programs in the initial stage of negotiation, but in the later stage, they will pay more attention to the qualifications, cooperation customers and after-sales service of gift providers. The reason is also very simple, because the customer began to pay attention to the risk in the later stage, afraid that the gift company's service is not good, afraid that the gift company suddenly disappeared, afraid that the world would use his company's products for himself, he is a little mouse. Customer evaluation of gift merchants includes many things, but only one purpose: to eliminate risks.

The fifth and sixth steps add up to the customer's fourth decision point. After these six steps, the customer can decide whether the problem can be solved or not, and whether it is solved with your gift plan. Solved, the loop ends; can't solve it, then loop from the beginning.

Eighth, don’t “screw” with customers.

The customer's procurement logic is a law that must be respected in sales. The gift company must understand that if the speed is not up, it will be useless. Gift companies can guide customers to identify problems and help customers analyze problems, but they cannot skip this step. If the gift company goes too fast, for example, if you come up with a quote, you will find that it has no effect and will jump back to the customer's concerns. Gift companies often want to make orders too much, which is typical of "the emperor is not anxious." The decision point of the purchase cycle is the fork in the sales process, and it is easy to go astray if you are not careful.

With the purchase cycle, the gift company can easily see through what kind of psychology the customer is thinking about, and at what stage his mental state and purchasing status. If the gift company understands the key role of the four decision points, it can be known that if a decision point is not completed, do not work on the decision point of the next stage. Most importantly, the gift company can always maintain a rhythm with the customer in the procurement. It is a pity that most gift companies prefer to sell according to their own ideas and habits, and they are hard to do with customers. The gift company is uncomfortable, the customer is uncomfortable, and you say how the order is sold? These are all things that should be noted.

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