How to sell mechanical equipment? This company is engaged in multi-head drilling machine, painting suspension production line and assembly production line.

On the sales strategy of mechanical equipment (2)

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Fifth, fully understand the regional market structure you want to develop. Including enterprises, competitors' operation, pre-market foundation, existing problems, etc.

Compared with the specific regional market, the customer base faced by mechanical equipment is always limited by various conditions. The first one is that under the general operating conditions, there are indeed various problems in the previous equipment, which is difficult to meet the current production needs, so it will be considered to add; Second, the customer's operating condition is good, and the equipment efficiency is low, which can't meet the current market demand and needs to be supplemented; The third situation is that some newly invested manufacturers may need to purchase our products when purchasing complete equipment. Therefore, in the face of a specific regional market, we must first fully understand the operation and needs of customers. Due to the particularity of investment in machinery and equipment, general manufacturers will be clear.

Tell you whether they have this demand, because a big investment always needs to shop around, always visit manufacturers, and customers would rather choose more. To understand different customer needs, it is necessary to analyze different ideas of equipment investment that may be brought about by different markets, different product grades, different strengths and different business concepts, so different contact, guidance and persuasion strategies should be designed. Secondly, we should understand the activities of other competitors in the region. Does the competitor have an office? Have we contacted our customers and competitors? Relatively speaking, what aspects of competitors' product performance, price and supporting services are better than our conditions? What can we do to make customers have higher expectations, trust and be more willing to give priority to us? Of course, the depth of specific work is closely related to the market base formed by the company's previous local operations. If the original company in the region has intensively cultivated and some very decent customers are using our equipment, and the use effect is good, then the sales staff's work will be very good. If the pre-market foundation is not good, it may need the help of good influence from other regions and the company's advantageous supporting services. If we are promoting a new brand that we have never done before, it is even more important to design an overall development process that contains some specific attractions. After the previous steps, the sales staff should understand the general problems, sort out and analyze these problems and see what I can solve. What needs the power of company image? Which ones need the cooperation of technicians? What needs the cooperation of the vice president of marketing? What do you need to compare with your competitors? What needs the company to be particularly inclined?

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 order and effectiveness of customer development, it is necessary for sales staff to design different customer development processes according to the different situations of specific customers. This process includes: enhancing information symmetry → enhancing customer confidence → seeking organic cooperation between companies → breaking through trading barriers → entering the trading scope. Therefore, it is necessary to determine the plan and list the time planning and work priorities of each stage. Strategically and deeply manage the transaction process step by step. In terms of information symmetry, what level of leadership does the customer need to contact at present, to what extent, and how to propose to visit the company? Second, in enhancing customer confidence, we must accurately judge the internal reasons for customers' indifference, unwillingness to contact or unwillingness to contact in depth, and prescribe the right medicine, and we must be targeted. Thirdly, in seeking the company's organic cooperation, we put forward "organic cooperation" because each customer's degree of concern, focus and demand characteristics are different, so we need to work harder on what is important to customers, and it is of little significance to emphasize what customers don't value. Breaking through trading barriers is generally carried out after customers visit. Of course, customers will visit several manufacturers at the same time, so how to make key contact after the inspection? First of all, we should analyze every word, every expression and every action of the customer during the inspection with the company, judge its internal psychological activities and design the next contact essentials. Then find a suitable reason to meet the customer, and focus on what the customer is worried about, unconfirmed and disagrees with. If the preparation is meticulous and the persuasion and guidance skills are superb, of course, the customer will surprise you.

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

For large mechanical equipment manufacturers, customer visits and inspections are of extraordinary value and significance. How to treat every visit of customers as an important part of their special investment decision-making process is very knowledgeable. Therefore, how to create a good corporate image, good affinity and professional, dedicated and customer-oriented service concept in the process of customer reception is very critical.

As a salesperson, when visiting different customers, you should explain to the company in advance the time, the number of visitors, the focus of customer inspection, the customer's purchase intention, and the general requirements of customers for manufacturers, so that the company can understand what to do for this customer to make his inspection work fruitful. How to show the importance to customers, how to introduce products, and how to closely combine the company's advanced technology, equipment and production technology with customer needs. As a manufacturer of production equipment, we should design a special form to know the situation before the customer visits; At the same time, the feedback and performance of customers during the inspection process are evaluated to promote the smooth progress of the sales process to the next stage.

Eighth, highlight the overall advantages and dialectically analyze and design special programs.

Ordinary customers can basically do the above work, but for some important customers who have long-term value to the company, we should further think about how to highlight the overall advantages of the company, how to dialectically analyze the needs of customers, and how to design special solutions for customers, so as to reflect the maturity of the company and attach importance to the large investment of customers.

The overall advantage requires a set of rigorous and beautiful materials and a professional and mature speech system. From the moment the customer meets, he can naturally enter the trading system designed by the company for him, so as to let him know the company's norms, levels, standards and styles. 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.