Discussion on the sales strategy of air compressor equipment

Discussion on the sales strategy of air compressor equipment

The characteristics of air compressor equipment sales are large unit product value, long customer transaction cycle, more variables in the transaction process, relatively rational customer decision-making, and higher requirements for sales personnel. So, how to do a good job in the sales of air compressor equipment? This article analyzes the problems that may be faced in the sales process one by one, hoping to help the sales staff in their sales work.

　　First, we must understand what our products are like

　　 Every company will have a clear positioning for its products, so sales personnel must understand what selling points their products make to please customers. As a complex power equipment, air compressors have many consideration standards, such as energy efficiency grade and specific power, reliability and oil change replacement parts, overhaul intervals, warranty years, exhaust pressure, temperature and stability, etc., and are more detailed to include zero Component configuration, such as motor brand, bearing brand, inverter brand, filter brand... This requires the salesperson to first fully grasp the selling point of the product, and be able to explain the advantages of the product concisely and concisely when facing different customers , How to suit the customer's use needs, rather than simply price comparison, or only consider whether it can meet the customer's gas demand.

　　Second, it must be clear where the main market is and where the customers are

　　Different air compressor equipment, its use direction determines the market difference in different regions. Sales personnel should analyze which areas are the main markets and which areas are the main customers. When the market selected by the sales staff to break through is an important market and the market has relatively large demand, if the company and sales staff cooperate well, it can be foreseen what sales performance will be achieved in this market.

　　Although they are all air compressors, due to the huge differences in the power, displacement, and pressure of air compressors, large, small, high, middle and low pressure models are facing users of completely different levels. However, in many industrial clusters, or certain single industrial market areas, such as areas where electronics manufacturing companies gather, areas where the mining industry is absolutely dominant, etc., the demand for air compressors is completely different, which leads to different Product models, features, sales methods, payment methods, after-sales, etc., must be targeted. As an air compressor manufacturer, for key industrial areas, it is necessary to focus on targeted development of agent channels, set up offices, recruit troops, and expand sales. For some manufacturers with incomplete product lines, they should actively seek out key markets where their products are marketable.

　　Third, get an in-depth understanding of the general considerations of customers choosing the equipment you sell

　　Different customers face different product processing requirements, and their requirements for all aspects of air compressor equipment are different. Similarly, different customers, due to their different strengths, different time to enter the industry, different ability to grasp their own customers, and different positions in the regional market, therefore, as equipment sales, we should classify customers differently and target different Customers adopt different breakthrough strategies.

　　 What are the characteristics of group customers and what factors do they consider? What do they consider for the more powerful customers in the region? How can new industry participants break through industry barriers and achieve their own development? As a salesperson, you must study carefully to determine what are the conventional considerations for customers to choose the air compressor equipment you sell, how to satisfy them with your products or your services, and cooperate with them in the "unsatisfied" Under the circumstances, how do you resolve it and how to make the customer understand how purchasing your air compressor equipment will create value for him.

Relatively speaking, group customers pay more attention to the overall performance of the equipment and the company’s overall coordination capabilities and service standards; more powerful customers in the region consider how the equipment can improve the competitiveness of their products; customers who have just entered the industry The main considerations are performance, price, production efficiency after input, and so on. The focus of sales work and the selection of solutions should be determined according to the internal selection criteria and standards of different customers, and the most appropriate entry point and contact skills should be found.

　　 Fourth, do an in-depth analysis of the company’s customers, transaction area, transaction volume, and customer background, and understand under what circumstances customers will choose your product

　　Customers who have already traded are a treasure house of air compressor equipment sales staff. The salesperson must thoroughly analyze the reasons why each customer has a deal, and what considerations did the customer choose you based on. The more fully you analyze the transaction process of different types of customers, the more you understand how you face different types of customers in the market. As the sales and selection of equipment that cost a lot of money, each customer's transaction is not accidental. Therefore, every customer who makes a transaction should carefully study to see which performance indicators of their own equipment have been matched by the customer? In what way is the customer's choice related to the sales staff's efforts? Does a third party with greater influence give customers confidence? What problems do customers face during the transaction process, and how are they resolved? How long is the customer's transaction cycle? How does the company cooperate with the customer's selection process?

　　 Fifth, have a comprehensive understanding of the regional market structure that you want to develop, including the operation of the company and competitors, the previous market foundation, and the current problems.

　　The customer base faced by air compressor equipment is always limited by various conditions relative to the specific regional market. The first is that under normal operating conditions, the previous equipment does have various problems, and it is difficult to meet the current production needs, so we will consider adding; the second is that the customer’s operating conditions are good, the equipment is inefficient, and cannot meet the current requirements. The market needs it, so it needs to be added; the third case is that some new investment manufacturers may need to purchase new products when adding equipment.

　　 Therefore, in the face of specific regional markets, we must first fully understand the customer’s business and demand status. Due to the particularity of the investment in air compressor equipment, most manufacturers will tell you clearly whether they have this demand, because large investments always need to shop around, and always go to the manufacturer for inspection, and customers would rather choose more. While understanding the needs of different customers, it is necessary to analyze that according to the different markets they face, the different grades of operating products, the different strengths and business ideas, the equipment investment ideas that may be brought about are different, so different contacts need to be designed , Guide and persuade strategy.

　　Secondly, it is necessary to understand the activity status of other competitors in the region. Does the competitor have an office? Have our competitors contacted the customers? Relatively speaking, which aspects of competitors' product performance, price, and supporting services are superior to ours? What can we do to make customers have higher expectations of us, more trust, and more willing to be the priority object?

　　 Of course, the depth of the specific work has a lot to do with the market foundation formed by the company's local preliminary operations. If the company in the area has already carried out meticulous and deep ploughing, and some very decent customers are using your equipment and the effect is good, then the job of the salesperson is very good. If the initial market foundation is not good, you may need to rely more on the good influence of other regions and the company's advantageous supporting services. If you are promoting a new brand that you have never done before, then you have to design an overall development process that has certain appeals. After the previous steps, the sales staff should clarify the general problems that exist, sort out these problems and see which ones can be solved by themselves? What needs the company to cooperate? Which ones need the cooperation of technicians? What needs leadership cooperation? Which ones need to be clearly compared with competitors? Which ones require the company's special tilt?

　　 Sixth, design the basic process of customer development to avoid wasting time and energy

　　On the basis of the above work, in order to enhance the orderly and effectiveness of customer development, it is necessary for sales staff to design different customer development processes according to different customer conditions. This process includes: enhancing information symmetry → enhancing customer confidence → seeking organic cooperation from the company → breaking through transaction barriers → entering the transaction range.

　　 For this, it is necessary to determine a plan and list the time plan and work focus of each stage. Manage the transaction process step by step, strategy, and depth. In terms of information symmetry, what level of leadership the customer needs to contact at present, to what extent, how to propose to the company to inspect? Second, at the level of enhancing customer confidence, it is necessary to accurately determine the internal reasons why customers are indifferent, unwilling to contact, or unwilling to engage in in-depth contact, and the right medicine must be targeted. Third, in terms of seeking the company's organic cooperation, the reason why the "organic" cooperation can be proposed is because each customer's attention level, focus, and demand characteristics are different. Therefore, it is necessary to do more work in aspects that are important to customers. The part that customers don’t value is of little significance.

　　 Breaking through the transaction barriers is generally carried out after customer inspection. Of course, customers will visit several manufacturers at the same time, so how to make the key contacts after the inspection? First of all, we must analyze with the company every sentence, every expression, every action of the customer during the inspection process, and judge the inner psychological activity, so as to design the next contact method. Then meet with customers for appropriate reasons, and focus on the content that customers worry about, unconfirmed, and disagree with. If you are prepared carefully, persuaded and guided with superb skills, of course the customer will surprise you.

　　 Seventh, make full use of the company's strength and use the visit process to strengthen persuasion and guidance

　　For large-scale air compressor equipment manufacturers, customer visits have extraordinary value and significance. How to make every visit of a client an important part of its special investment decision-making process is very knowledgeable. Therefore, how to build a good corporate image in the process of customer reception, build a good affinity for the company, and build a professional, dedicated, and customer-oriented service concept is very important.

As a salesperson, when visiting different customers, you should explain to the company in advance the time, the number of visitors, the focus of the customer's inspection, the customer's purchase intention, and the customer's general requirements for the manufacturer, so that the company understands what to do with this customer In order to make his inspection work fruitful. How to reflect the importance to customers, how to introduce products, how to closely integrate the company's technology, equipment, and production technology with the needs of customers. As a manufacturer of air compressors, you should design a special form to understand the situation before the visit of customers; at the same time, evaluate the feedback and performance of customers during the inspection process to facilitate the smooth progress of the sales process to the next stage.

　　 Eighth, highlight the overall advantages, dialectical analysis, and design special solutions.

Ordinary customers can do the above work, but for some important customers with long-term value to the company, it is necessary to further think about how to highlight the company's overall advantages, how to conduct dialectical analysis according to customer needs, and how to design for customers Special solutions, which reflect the company's maturity and the importance of large investments by customers.

The overall advantage needs to be embodied by a rigorous and beautiful set of materials, and it needs to be expressed by a professional and mature language system. It needs to be able to allow the customer to naturally enter the transaction system designed by the company for him from the moment the customer meets, so that He is aware of the company's norms, levels, standards and style. Of course, the overall advantage is inseparable from production space, production equipment, technology, software, innovation, and procedures-it depends on how the company you serve reflects these things to customers, not just a sales People can decide.