Industrial lubricants's Marketing Strategy

Industrial lubricants's Marketing Strategy

The marketing strategy of each industry is different, and the marketing methods are different for different uses of lubricants. To sell well in industrial lubricants, we must keep in mind the following four points. The following is the marketing strategy of industrial lubricants that I brought to you. Welcome to reading.

Quality and service are the basis of sales.

At present, except for the industrial oil agents of imported brands, the high customer service awareness and service level of industrial oil agents are generally poor, and the main focus is on the handling of customer relations. It is believed that the success of industrial oil sales depends on the fact that the relationship is not too hard on the one hand, and whether the benefits are large enough on the other hand. This statement has some realistic basis, but it is an inverted understanding. In many cases, business is concluded because we are reliable friends. When the quality and price are not much different, customers will tend to buy the products of people they trust. Customers' trust in us is based on their confidence in product quality and service as well as the distributor's personality, not on relationships and interests. Relationships and interests are indispensable lubricants for business, but they are not decisive forces. If products and services are not guaranteed, no matter what personal relationships and feelings are hidden.

Meet customer needs.

Industrial oil sales involve many people with different roles, such as user department, purchasing department, financial department, technical department and senior manager. They have different personality characteristics and cultural backgrounds and play different roles. In the process of establishing a broad United front with these departments, it is necessary to understand the demand value and interest demands of various departments and carry out targeted work. A mistake in one link may lead to losing the game. The procurement of any enterprise can be measured from three aspects: procurement risk, procurement income and procurement cost. In the tug-of-war of industrial oil sales, the purchase risk is the most considered by users, and the value is the decisive factor. The most worrying issue for users is whether the products and services are reliable. Only under the premise of ensuring the reliability of products and services will costs be involved.

People at different levels pay different attention to these three levels. There are at least two groups in industrial oil sales that need our persuasion: first, department heads who care about product performance and quality;

The second is executives who pay attention to investment benefits. Therefore, it is a very powerful weapon to analyze the efficient rate of return for customers from the buyer's point of view, which will be of great help to reach cooperation. In the process of negotiating with senior personnel, we should highlight the analysis of economic benefits. Grass-roots procurement personnel are directly responsible for procurement, most concerned about procurement risks, and the core of concern is product quality and after-sales service. Before the trial, brand image, corporate image, quality commitment, and feedback from' big customers' who have applied are the most concerned aspects. In addition to the serious homogenization of ordinary oil products, it is only wishful thinking to promote transactions through price reduction.

Therefore, in the marketing of industrial oil, we should adopt the cooperative combat mode of multiple arms, organize professional consulting teams including business representatives, technicians, equipment personnel, customer service personnel, enterprise executives, etc., which have both division of labor and cooperation, and communicate with relevant personnel in a targeted manner to find and solve problems.

Any strategy must be based on honesty.

I often hear a sentence from the representative of industrial oil business: industrial oil, you do it. This shows that in the sales of industrial oil, once a long-term and stable relationship is established with customers, and the high-quality and timely service is painstakingly provided to customers, a high entry threshold will be established for competitors, thus providing opportunities for their endless follow-up products. This requires that in the process of industrial oil sales and after-sales service, business personnel should insist on speaking with data and facts, and analyze the problems faced by customers and their solutions from an objective standpoint. Don't be smart and exaggerate product functions and services to attract customers. As a result, you will shoot yourself in the foot. The most important factor in recommending products is credibility. It is necessary and necessary to pay attention to strategies, methods and skills in the business process. However, commercial activities must follow the principle of good faith, introduce products realistically and provide services in a down-to-earth manner. In the process of industrial oil sales, customers should not be regarded as a business relationship, but as a cooperative partnership, constantly carry out technological innovation, share information and resources with customers, help customers solve financial, production and sales problems, meet the needs of end users to the maximum extent, and achieve a win-win situation. Because the demand for industrial oil is ultimately the result of the demand derived from the development of enterprises, the demand for industrial oil will be strong only if the demand for enterprise development is strong.

The sales of industrial oil, once the brand is decided, will be difficult to change, and we also need to devote more energy to the tracking and service of new industrial parks, new enterprises and new enterprise projects. Participating in the competition from the beginning will get twice the result with half the effort. In addition, the company will support the negotiation of OEM projects from all aspects.

Establish good contact with competitors and their customers.

In industrial lubricants sales, it is also important to establish good contact with competitors' customers.

It is necessary to establish a good relationship with competitors. The demand for industrial oil is often serialized, but a single brand often cannot provide a series of solutions, or even if it can provide a full range of products, customers are not satisfied with this brand. Therefore, industrial oil agents often have several brands of goods to allocate.

In addition, we should also establish good contact with our competitors' customers. In fact, competitors' customers can be recommenders of their own products. For example, invite relevant responsible persons to visit the company, invite them to participate in seminars sponsored by the company, and visit regularly or irregularly. So as to have a good relationship with the company and make the company willing to do voluntary publicity for you in the industry. On the contrary, if you don't keep a good relationship with your competitor's customers, he may become your most lethal negative communicator.

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