The secret of sales is not to sell "products", but to sell "results"!

I often hear people say selling points, but what selling points? Are you in a trance? I don't understand it myself. How can we find a selling point for our products? Technical terms are very professional. If you don't understand the meaning, you will never sell well.

Directly, if you want customers to buy your products, do you need to help them find a reason to buy them?

What is the selling point?

The selling point is the reason to buy, and the essence of the product is the reason to buy.

Anyone who buys a product must have a reason to buy it. If you don't find this reason to buy, your product is undoubtedly worthless, and to put it bluntly, it can't be sold!

Since it is a reason to buy, of course, it is those reasons that are beneficial to customers. Because you are good for me, I will buy you. This is the simplest buying logic.

You buy an air conditioner because it can make you warmer or cooler.

You buy a car because it can make your transportation more convenient;

The reason why you drink Wang Laoji is because Wang Laoji can prevent getting angry.

You see, behind a purchase, there must be a reason to buy. You need a reason to buy other people's things, so don't others need a reason to buy your things? Otherwise, why should others act?

In other words, we just use reasons to drive customers to buy. When you sell any products, have you seriously thought from the customer's point of view: "What is the reason why my customers buy my products? What is this? What is it? "

Always remember that the reason why customers buy is the selling point of your product.

How to find the selling point of the product?

Selling point: results

The result means that when the customer uses your product, he can get benefits, or he hopes to get better living conditions. Just as a friend often tells us what he did last year, we often ask, "What was the result?" The implication is to ask him what he got and what benefits he got from doing these things.

Before your consumers buy your products, the biggest expectation in their minds is these three words-the result!

Only by telling consumers the expected results in advance can you really open the valve you bought.

The transaction is not that you want to sell the product, but that the customer wants to buy the result. It has nothing to do with him if you want to sell the product, but it has something to do with him if you sell the result that the customer wants.

For example, selling cosmetics, customers buy cosmetics to make themselves more beautiful, "beauty" is the result that customers want, and your cosmetics are just a bridge to help them achieve this result;

For another example, people buy cameras not to leave the result of "beautiful scenes, happy times and cherished memories", but to help them achieve this result;

For another example, customers don't buy toothpaste, but want to get the result of "white and healthy teeth", but they need toothpaste to achieve it;

Employees go to work for money, and money is the result that employees want;

The first reason why customers don't want to buy your product is that you only introduce the product from your own point of view, without telling customers what results your product can bring after use.

So if you want to make a deal with a customer, you must first think from the customer's point of view, what is the result they want most, and then tell him clearly that your product can bring him this result!

Therefore, if you want to find the selling point of your product, the most basic strategy is the three-step strategy:

The first step: be sure to know who your product will be sold to;

Step 2: What do they want most from using your product?

The third step: be sure to express it in the language they can understand most easily;

For example, for the insurance industry, will people buy that insurance agreement? People buy peace, and peace is the result people want. If customers don't want peace, why buy insurance?

Therefore, you will understand why Ping An Insurance has become the most influential insurance company in China, and the brand name will directly tell you the result.

For another example, what is the most obvious selling point of selling fertilizer?

In our hometown county, there is a famous distributor selling chemical fertilizers (both wholesale and retail). Four or five years later, business still hasn't improved, because there are too many merchants selling chemical fertilizers. One year I went back to my hometown for the New Year, and I happened to pass by, so I chatted. Guys, you have to help me. When I saw his own famous brand, it basically disappeared into my eyes, let alone the heart of the farmer's uncle, five.

Excuse me, how knowledgeable are several farmers' uncles to understand your raw materials?

I asked him, "What do you want from this fertilizer business?" Actually, I was asking him what he wanted most.

He replied: I do business, of course, to make money. His answer was simple.

I immediately asked, "Uncle farmer, what do they want to buy your fertilizer?"

After thinking for a moment, he replied, I am an organic fertilizer. They can increase production.

Ok, I see. I immediately changed their original brand name, which sounded inexplicable to the farmer's uncle, into three words-Zengshoubao, and then drew up a very concise and powerful advertising slogan for them-"If you want a bumper harvest, use Zengshoubao".

As soon as he heard this sentence, even he wanted to buy this fertilizer and then go back to farming.

The final result is that one year later, he only sold chemical fertilizers, and achieved nearly double the performance growth benefits.

I think everyone can understand a common sense. What farmers want most when using chemical fertilizers is, of course, high yield and good harvest. Therefore, we should tell farmers directly in a language they can understand that using our chemical fertilizer can bring them high yield, and we will succeed.

Why can Chairman Mao's revolution get almost everyone's response?

Think about it. What was the biggest concern of people who were living in dire straits at that time? Of course, it is a problem of food and clothing, so what the people want most is to be assigned to the fields.

Our great and wise Chairman Mao knew this well, so he forcefully shouted an inspiring slogan-digging trenches and dividing fields, which inspired 600 million farmers to go all out to carry out the revolution.

Similarly, if you are the boss, does your corporate slogan contain the results that all employees want most?

They want to reap wealth, fame and career!

What the customer wants most is his "need hole". Just like the knee joint acupuncture point in our body, as long as we tap that acupuncture point with our hands, our calves will spring up automatically. If we miss it, our calves will definitely not respond.

Why are customers indifferent to your products? Because you're just talking about the product, but you didn't hit his demand point!

The demand point of businessmen is profit;

The demand point of employees is to improve income and position;

The demand point of officials is promotion;

The demand point of the elderly is health and longevity;

The demand point of pregnant women is to make the baby in the stomach develop soundly;

If you want to sell your products to these people, your main selling point can only be successful by relying on these demand points.

The most stressful result: change

How to make the results that customers want more tense?

The answer is-change!

The so-called "change" selling point is to tell customers that your product can upgrade customers from one result state to another!

The same is true for products. How much your product can change customers' living conditions means how much value your product can bring to customers!

Using changes can make the selling point of products more tense and make the value of your products more obvious!

For example, when customers buy mask products, what changes do they want most? I just want to be younger than before.

Dare to ask all beings, who doesn't want such a change?

Frankly speaking, I do!

Not to mention hundreds of millions of female compatriots who love beauty!

Therefore, when you create a selling point for your products, you must first put yourself in the customer's life world and ask yourself, "What is the change that my customers are most looking forward to?" As long as your product can help customers realize the changes they expect, you can impress customers instantly!

The most tangible change is to express the evolution of the customer from his current situation to his expected situation!

For example, when selling height-increasing shoes, you must tell your customer how much he can increase by wearing your shoes. It will increase you from 4000px to 4250px in two months, which is more specific;

Another example: using a brand shampoo, the white hair turns black in 3 months. White hair is the customer's current result, and black hair is his expected result, which is the most obvious selling point of your product;

Changing from one situation to another is an attractive form of selling point refinement. I hope you must remember and make good use of it.

For another example, Liu Xiaoqing, a well-known film actress in China, wrote an autobiography on 1995, entitled "From a Movie Star to a Billionaire Sister", which caused a sensation in most entertainment circles that year and sold an astonishing 500,000 copies.

Why did this book become a super best seller?

Because the selling point is too strong, just reading the book title can stick to the eyes of countless readers, especially for those who have just stepped into the film and television industry, it is simply a magical charm!

Almost all the younger generations in the entertainment circle are extremely eager to know how such a change can happen to them, so buy a book and go back and carefully study the successful experiences of others!

Now, if I want to refine an emotional selling point for a low-priced trench coat, the starting point of my thinking is definitely not the dress itself, but the changes that people have brought to his image and temperament after wearing this trench coat.

Let's take Armani instead. How can I refine the selling point?

-put on Armani, diaosi mutant!

Ten words are enough to present a selling point and form an advertising language.

Therefore, no matter what products you sell, first of all, you should be very clear: what results you can bring to your customers, or what changes you can bring to their living conditions, so that you can have a common thinking and find the right direction to sell!

In the marketing era, selling products must be more than just selling products. ...

We have now entered an era full of marketing. All things and events seem to be accidental, but they are actually the result of careful packaging. If we still follow the traditional idea of selling things before 10, it seems that we are unable to do so.

In the past, consumers bought functional, practical and low-priced products; But now, emotional factors often dominate.

Luo Yonghao's hammer mobile phone tells the truth, if it is compared on the same price line, it is not very competitive, but in the end, we saw that Lao Luo gained a lot of fans and of course sold a considerable number of mobile phones. Here, Lao Luo is playing emotional cards; In his own words, it is feelings.

For consumers, the goods they buy may not only be good and cheap. Just like Mercedes-Benz, it represents a symbol of face, value and status in China. But in Germany, Mercedes-Benz is only a local brand, and many taxis use Mercedes-Benz. In their view, buying Mercedes-Benz is not because of identity or face, but more because it is a high-quality "local product".

1, selling thinking

There must be a person with superior ideas behind a good product; Thinking determines the way out. The more prosperous and smooth it is, the more flexible thinking is needed. Only in this way can the products become bigger and stronger.

Step 2 betray your feelings

Now everyone is talking about feelings. No matter what product it is, it seems that as long as it is labeled with feelings, consumers seem more willing to buy your product because you can arouse his feelings.

Among all kinds of goods, why do consumers pay for your products? Is it because your technology is advanced or you are particular about materials? Neither! When dealing with you, the customer feels your mood and culture, and he thinks he has it or appreciates it, so he loves to buy you even if the product is a little defective.

3. Sales experience

Now almost all industries are talking about the word experience, especially the service industry. So how do you experience it?

In the final analysis, experience is nothing more than empathy, thinking about problems from the perspective of human nature and designing products. As long as everything stands on the level of human nature, the experience will not be bad.

4. Sales story

There is a strange story behind every product. Consumers are generally willing to buy a little packaging, which has a certain story.

5, large goods and small batch sales

Many people want to package goods to consumers at one time, but it will backfire. It is better to divide the goods and take a refined route, which will have unexpected results.

6. Free trial/taste

Now is the era of marketing and free, and people often have a high degree of participation in this free trial/taste.

In short, in the marketing era, products are sold with innovation, creativity, emotion and function; Only by continuous innovation can we always grasp the pulse of the times.