How to do business: 26 best-selling strategies!

How to do business: 26 best-selling strategies!

?There are no bad products, only bad salesmen?, this is what a foreign marketing expert said. This is a bit exaggerated. There are indeed some bad companies in the world that produce bad products and provide bad services all day long. No matter how high-level the salesman is, no matter how clever the salesman is, he can't sell it, but there is always a problem. Generally speaking, such companies are in the minority. For most companies, even if they are intentional, it is difficult to make their products or services bad to this extent. Therefore, most of the problems still lie in the method of selling things.

On the other hand, the way of doing business, the way of doing business, MBA, EMBA, and DBA are so common that many friends have an illusion about how difficult it is to do business. It’s amazing, what a difficult and complicated thing. In fact, the so-called business, to put it bluntly, is nothing more than selling things. Any business activity, no matter how you elevate it, is simply selling things; any businessman, no matter how you elevate it, is just a person selling things. If it can be sold at a price higher than the cost, then the business has made a profit; if it can only be sold at a price lower than the cost, then the business has lost money. It's that simple. Therefore, for business people, no matter how big or small your business is, it is necessary to sit down and seriously study how to sell things. "Scientific Investment" provides you with such methods. They are some of the most effective methods that have been proven through countless people's practice. There are 27 methods in one, we call them 27 strategies. These are the routines, or models, of doing business.

It stands to reason that there should be no routines or patterns in doing business. Just like water, water has no constant shape; it is also like using soldiers, and soldiers have no constant momentum. However, philosophers say that besides the individuality of things, there is also universality; besides the particularity of things, there is also universality. Every business and every person doing business is individual and unique when viewed individually, but when viewed collectively, they all have their uniqueness and universality. "Scientific Investment" studies the effectiveness and universality of selling things. The universality and universality of things are contained in the individuality and particularity of things, are extracted from the individuality and particularity of things, and play a guiding role in guiding the individuality and particularity of things. It sounds like a tongue twister to say this, but what we mean is that "27 Best-Selling Strategies" is a summary of some universally applicable and effective methods for selling things in "Scientific Investment". These methods were not invented by "Scientific Investment", but "Scientific Investment" is happy to introduce them to you. These methods are useful to you, and they are also useful to him; they are useful to friends who do big business, and they are equally useful to friends who do small business. Therefore, in order for your business to do better, your things to be sold more smoothly, and your money to be earned more smoothly, we recommend that you take the time to study these methods carefully.

Policy No. 1

Discount

Chen Xiaoming is from Linchuan, Jiangxi Province. After working in Guangdong for 8 years, he wanted to change his environment. In 2002, he He used all his savings to take over a small store in Liangping Industrial Zone, Lingxia Village, Dongguan, Guangdong. After taking over, he discovered that he had been cheated by the original store. Although the location of this store looked good, the business was not good. Yue Chen Xiaoming will lose money every day. The situation forced him to rack his brains to find a solution. Later, he finally thought of a way to make a comeback. The way he came up with was special price promotions, but not all products were on special price. Instead, he selected some products to attract consumers with special prices and drive sales of other products in the store. For more than 40 kinds of products that are offered for special promotions, such as towels, socks, purified water, etc., some discounts are as large as 20% off or 30% off, or even sold at the original price. The shopkeepers next to him thought he would lose money and were waiting to see his joke. Unexpectedly, Chen Xiaoming's business, which had been half-dead, immediately became popular after the special promotion. The reason was that although the special offer caused some losses to him, but because of the This attracted consumers to consume non-discounted goods, but he made a lot of money.

The promotion method adopted by Chen Xiaoming is called product sales, also known as discount sales, discounts, profit concessions, etc., which means that companies or merchants reduce the selling price of products to attract consumers and promote product sales. Sale. Because this method is equivalent to companies or merchants directly benefiting consumers. Through comparison, the benefits are visible and tangible, so it is very popular with consumers. The promotional effect is very obvious. It is also a method that companies and merchants like to use now. Promotional methods.

Discount sales are generally issued directly by the manufacturer, and dealers and retailers are responsible for executing them. Retailers also directly carry out discount sales, such as Chen Xiaoming's case, but they must say hello to manufacturers and dealers in advance, because this kind of behavior can easily impact the price system of manufacturers and dealers, cause market chaos, and bring trouble to production. It brings troubles and losses to manufacturers and distributors, and can easily lead to conflicts among manufacturers, distributors and retailers. We often see that Gome, as a home appliance retailer, is at loggerheads with Changhong, TCL and other home appliance manufacturers. This is often the reason. As a retailer, Gome slashed prices without any warning, which made manufacturers such as Changhong and TCL very passive. So they started to fight back, and both sides fought, and both sides suffered losses.

There are several types of discount sales. One is called direct discount, which means the product is directly discounted, such as 30% off or 20% off. The other is called indirect discount, and the most common ones in the market are additional gifts. Additional gifts are also divided into several categories. One is external bundling, for example, a large bottle of shampoo and a small bottle of shampoo are bundled and sold together. The price is still the original price of the large bottle, which is equivalent to a disguised discount; Built-in incremental type, the one we are most familiar with is the "increase in volume without price increase" from manufacturers such as Coca-Cola. There is also a type of discount called package discount, that is, a company bundles or packages together several types of goods produced by the company and sells them to consumers at a preferential price. Regarding these types of discount sales methods, it is difficult to say which one is more effective. Enterprises and operators can choose the best according to their own circumstances.

The difference between this kind of additional gifts and the gift sales we will talk about later is that the things given in the additional gifts are the same or identical products produced by the company, while in the gift sales the things given away by the company are Consumer gifts come from two completely different types of products produced by other companies or the company. The advantages of discount sales are: 1. It directly provides benefits to customers and the promotion effect is obvious; 2. The process is simple and easy to operate; 3. It is easy to obtain the cooperation of dealers and terminal retailers; 4. If enterprises use it well, they can also become A powerful weapon against competitors. The disadvantages are: 1. Direct loss of corporate profits; 2. Easy to cause price wars and damage the market environment; 3. Frequent discount sales damage the corporate image; 4. Prices are easy to go down but difficult to go up, and improper operation can easily affect the long-term development of the company.

To this end, the following points should be noted during operation. First, choose the appropriate reason for the discount to make it famous, such as seasonal discounts, major holiday discounts, manufacturer and store celebration discounts, such as the opening of a new store, the Nth anniversary of the opening, sales or sales volume exceeding a certain order of magnitude. It can be used as a reason for discount, demolition, business transformation, expiration of counter lease, clearance sale, etc. Inappropriate reasons for discounts can easily arouse consumer resentment, especially dissatisfaction among consumers who purchased the product at a high price in the early stage, and damage the corporate image. In the long run, it will lead to the loss of customers, which is very detrimental to the long-term development of the company. Second, choose the right time to launch discounts. Even if there is a suitable reason but the timing is wrong, deep discounts will not play a promotional role and will instead make the company passive. Third, some companies or stores engage in fake discounts, first raising prices significantly and then discounting, treating consumers as fools, but in fact they are digging a grave hole for themselves.

There is a fashion boutique near the reporter's home. The reporter once took a fancy to a cashmere sweater in the store. The price was 528 yuan. Because he did not have enough money with him at the time, he went back a few days later and saw that the store was offering a huge discount for new and old prices in the new winter. The customer's signature, but found that the cashmere sweater he was originally interested in with a price of 528 yuan turned out to be 628 yuan after the store claimed that it was significantly discounted by 40%. The reporter immediately pointed out to him that the store was so brazen that the store's discount was mainly The purpose is to give customers psychological satisfaction, not really to reduce prices. Customers mainly want psychological satisfaction, not really to make things cheaper. It's shameless to say sophistry. The reporter himself will never shop in this store again. I believe other customers feel the same as the reporter.

In terms of operating skills, firstly, pay attention to the discount range. It has been observed that when companies carry out discount promotions, the discount range should be at least 10-15. Generally, the discount range can be more obvious when the discount range reaches 20 or more. promotional effect. In most cases, especially for daily consumer goods and fast-moving consumer goods, when the price reduction is below 10%, it is almost impossible to produce a promotional effect. However, if the discount range is very large, there must be a sufficient reason to explain it to consumers. Otherwise, it will arouse consumers' suspicion and dare not buy your products. Secondly, for stores, it is necessary to select a few products for discounts at a time. Better than full-site discounts, Chen Xiaoming offers partial discounts. The third is to pay attention to the dissemination method of discount information. It is better to write the original price and the current price after discount on the same label and hang it on the product than to just print posters and other dissemination methods, because it allows consumers to see the price reduction information at the same time. The products can stimulate their desire to buy. Fourth, the discount should be in place at once to avoid continuous price reductions over a period of time. In that case, it is easy for consumers to fall into the psychological trap of "buying up and not buying down". Fifth, if the discount range is not large but the amount is large, it is more attractive to customers to indicate in large letters on the label: "Buy now and save XX yuan immediately" than to directly indicate a 10% discount, 20% discount, etc. All in all, discount sales are like a double-edged sword. If used well, it can kill the enemy. If used improperly, it can be suicidal. Merchants must be careful.

Strategy No. 2

Make trouble

Among Chinese entrepreneurs, Ye Wenzhi can be regarded as the one who is best at making trouble. This person has been a teacher, an insurance salesman, and an advertiser. He is now the general manager of Hunan Huanglongdong Investment Co., Ltd. and the chairman of Fenghuang Ancient City Tourism Co., Ltd. In the process of Ye Wenzhi's entrepreneurship and fortune, his ability to "make trouble" played an important role. For example, in 1998, he insured RMB 100 million for a stone named "Dinghai Shenzhen" in the famous Huanglong Cave in Zhangjiajie that he contracted to operate, which caused a nationwide sensation. reported. According to statistics, more than 2,700 media outlets at home and abroad reported the news. Someone calculated an account for Ye Wenzhi. The insurance premium he paid for Huanglong Cave and Dinghai Shenzhen was only 26 million yuan. On average, each media that published the news and did disguised publicity for him was less than 10,000 yuan. It can be said that It's a huge profit. The investment companies of Huanglongdong and Ye Wenzhi suddenly became famous throughout the country. In the same year, Ye Wenzhi organized another event. He spent another 26 million yuan to invite 11 top stunt pilots from 9 countries around the world to fly through Tianmen Cave in Zhangjiajie. I believe many friends still remember this lively scene. At that time, CCTV This was broadcast live. It is said that the income this activity has brought to Zhangjiajie has exceeded 2.5 billion yuan so far, and Ye himself has naturally benefited a lot from it. In 2002, Ye also contracted several important scenic spots in Fenghuang County, Hunan, the hometown of the famous writer Shen Congwen. In order to promote these scenic spots, in 2003, he built the world's largest Go board with an area of ??more than 1,000 square meters at the foot of the South Great Wall in Fenghuang County using red sandstone and bluestone slabs, and then invited two of the most popular Chinese chess players of the year. Korean Go players Chang Hao, the Chinese national player, and Cho Hoon-hyun, the Korean national player, used real people as chess pieces to compete. It is said that this game set a new viewing record for the World Go broadcast competition.

In order to achieve an unexpected effect, he played hard to get and announced that he would charge all the news media who came to cover this game, setting another national record. Some media that had no interest in this Go game were because of Ye Wenzhi's abnormal behavior. Instead, they flocked to it.

Some people don’t like Ye Wenzhi’s style, thinking that he likes to make trouble too much and is not like an entrepreneur, who should be steady. I don’t know that Ye Wenzhi is not unsteady. What he did is what people now call event marketing, including the "Super Girl" that shocked the country in 2005. Mengniu Sour Yogurt became famous because of it, and he did this It is also called event marketing. In addition, there are many large and small companies that are free riding on Shenzhou V and Shenzhou VI, and they are also playing the event marketing card. The so-called event marketing refers to companies actively planning or using certain hot events with major news value or social influence to attract public attention, improve corporate image and visibility, increase product attractiveness, and ultimately attract consumers. Purchase marketing methods.

The focus of event marketing is to take advantage of and create momentum. If something is happening, borrow it, and if it is not, create it. What Ye Wenzhi is doing is creating things. Originally there was nothing to do, so I created something myself, and when it happened, it became a trend, so I took advantage of the situation and achieved the effect of making a big difference. Most of the companies that hitch a ride on Shenzhou 5 and Shenzhou 6 are taking advantage of the situation. The events already exist. What they have to do is to rely on them in a suitable way and take advantage of these major events or hot spots. High-profile events provide the opportunity to expose companies or products that would otherwise have gone unnoticed to the public, attracting everyone's attention. After all, event marketing still plays an attention economy.

For enterprises, the benefits of event marketing are, first, saving costs and obtaining superior returns. Because marketing is carried out with the help of major events or hot events that are of concern to the whole society, news media often come uninvited, saving companies a lot of advertising and publicity fees. Second, the results are immediate. The biggest advantage of event marketing is that when the media reports in the morning, customers will react very quickly in the afternoon. Many companies become famous overnight with the help of event marketing. Third, companies can not only promote products, but also build brands, killing two birds with one stone. Fourth, it is easy to operate and can be operated by one person or a group of people.

Big companies can do event marketing, and small businesses can do it as well. Ye Wenzhi spent millions and tens of millions of yuan to create "incidents", and that was because he was wealthy. Luo Dengqiang, a farmer in Dazu County, Chongqing, didn't have that much money, but he used satellite breeding and the concept of space lotus to spend only 15,000 yuan, and still created a sensational event, attracting news media to come in droves to create a good project for his Lotus Villa. A handful of event marketing. Another example is Chang Dunming, a villager in Xingxing Village, Yangzhong City, Jiangsu Province. He opened a musical instrument factory and engaged in flute business. He made flutes from bamboo. Although his craftsmanship was exquisite, he often couldn't make ends meet because he had no money to advertise and the products lacked popularity. Later, he suddenly had a whim and started "event marketing". He made a 3-meter-long flute that was the largest in the world and took it with him to perform everywhere. He also applied for the Guinness Book of Records, which aroused the interest of many news media. Even CCTV Variety Show included him. Please come to Beijing to perform live. Chang Dunming was called a strange person because of this. Once he became famous, the bamboo flutes made by Chang Dunming immediately became popular and hot commodities, and his musical instrument factory got out of trouble.

In operation, existing "events" should be fully utilized, such as celebrity events, sports events (such as the 2008 Beijing Olympics), news events (such as Shenzhou V and Shenzhou VI), and public opinion center events (such as Shenzhou V and Shenzhou VI). Such as Teflon non-stick pans, toxic cling film, etc.), companies can also look for trouble and plan their own events to promote, such as organizing activities, launching new concepts, etc.

But we must pay attention, firstly, not to go too far, otherwise it will easily cause fire and cause a rebound from consumers and competitors. For example, the "1:1:1" incident of Arowana blended oil was originally intended to be an event marketing, but due to the operation If it is improper, competitors will attack in droves, and consumers will also feel cheated, causing serious damage to the corporate brand and credibility, and the gain will not be worth the loss. Secondly, social public opinion must be taken into consideration to create events. When conducting event marketing, one must not violate customs and sentiments; Third, don’t play political cards or play political side games, including international politics.

Strategy 3

Gifts

Liu Jianmin, a chef in Puyang, Henan Province, made a lot of money for his boss by inventing a dish of beef and pepper, but Liu Jianmin himself received very little. , Liu Jianmin's wife was unconvinced and forced Liu Jianmin to resign and set up a food processing factory with only three small bungalows, specializing in Liu Jianmin's signature beef and chili pepper. But the beef with chili peppers was cooked, and the dish was still the same. It was sold very well in the hotel, but no one paid attention to it when I served it alone. In desperation, the clever Liu Jianmin came up with three tricks, one was free tasting, the other was buy one get one free, and later changed to buy two get one free, the third was limited time sale, and the last one was fame. Things to come. Some people say that Liu Jianmin’s second tactic is buy-and-give marketing, but others say that Liu Jianmin’s second tactic should be called additional gifts in discount marketing, because the products he gives away are exactly the same as the products he sells, which is equivalent to increasing the quantity without increasing the price. Discount.

From the perspective of marketing experts, Liu Jianmin’s lawsuit is a confusing one. The father-in-law is right and the mother-in-law is right. However, there is no doubt that Wang Yuhe’s marketing method is a purchase and a gift. Wang Yuhe is a farmer in Kala Village, Danzhai County, a remote county in Guizhou. In the past, he was so poor that he could not even afford food, and he wanted to change his life when he was poor. There are many kinds of birds in the mountains. Wang Yu and his backers ate the mountains, so they caught thrushes that city people liked and sold them in the city. They just made some money and were able to keep their mouths shut, but the government banned bird hunting. Wang Yuhe did not know how to make a living. He had been catching and selling birds for several years. He was familiar with the bird market, so he switched to selling self-made bird cages and made a lot of money. However, Wang Yuhe's money-making effect attracted the attention of other villagers. Weaving birdcages is not a difficult thing to learn, so everyone rushed to do it, making it difficult for Wang Yuhe to do business. At this time, Wang Yuhe came up with a trick: buy 1,000 bird cages and get 50 grasshopper cages for free. However, the grasshopper cages are small, featureless and of low value, and there are only a few people who like to raise grasshoppers. There is no use in giving away grasshopper cages to others, so Wang Yuhe gave away reeds instead, buying several birdcages and giving away reeds. The Lusheng is a unique musical instrument of the Miao family. It has a beautiful sound and is easy to play, suitable for all ages, so the business quickly took off. After buying the birdcage and giving the reed as a gift, according to Wang Yuhe, the goods were simply not enough to sell, and he couldn't make it himself, so he had to buy it from everywhere.