什麼是市場？
- 客戶有需求
- 客戶有付款能力
- 客戶有付款意願
客戶有需求：
- 客戶明白產業競爭形勢，認知必須採取必要改革行動
- 客戶認知其存在問題，可以描述所遭遇的後果
- 客戶明白採用我方解決方案，有助於改善其經營狀態
- 客戶可以描述所期待的改善價值，例如增加公司品牌形象，降低網站客戶流失率等
- 客戶的需求是可以被激發出來的，立項目的是【人】，做決策的也是【人】，除了公司利益，也存在個人的動機與利益，只要激發起他的興趣與動機，是可以創造出更多的需求
客戶有付款能力：
- 客戶有市場推廣預算，或是網站內容建設預算，有推廣執行團隊
- 客戶瞭解不同的產品，有不同的價值
- 客戶明確知道需要那個產品，在不同階段製作多少數量比較合適
- 客戶總是有錢的，只是分配多少與何時實施的問題。業務員想像的訂單小，拿到的訂單就小；想像的訂單大，可能拿到的訂單就可能比較大。
客戶有付款意願：
- 客戶開出談判議題，預備進入議價程序，只要能夠在客戶要求的議題中協商出雙方都可以接受的內容，就可以實質進入議價。反之，客戶未開出談判議題，多半是沒有誠意，或是尚未決定實施項目。
- 價格是交換條件談出來的，你要我降價，我就開出其他要求，雙方能夠相互滿足，就能簽單。
- 任何價格，客戶都嫌貴；任何產品，客戶都覺得不夠好。而客戶付款是買額外的價值，要物超所值，降價不能夠讓客戶滿足，只有讓客戶產生【期待】、【驚喜】、【不買不行了】等感覺，才能創造即刻簽單的氛圍。
What is the market?
What is the market?
- Customers have needs
- Customers have the ability to pay
- Customers have willingness to pay
Customers need:
- Customers understand the situation of industrial competition and recognize that necessary reform actions must be taken.
- Customers perceive their problems and can describe the consequences they encounter.
- Customers understand that the adoption of our solutions will help to improve their business conditions.
- Customers can describe the expected improvement value, such as increasing the company's brand image and reducing customer churn rate.
- Customer's needs can be stimulated. It is people who set up projects and make decisions. Besides company's interests, there are also personal motivations and interests. As long as their interests and motivations are stimulated, more needs can be created.
Customers have the ability to pay:
- Customers have marketing budget, or website content construction budget, and promotion execution team.
- Customers understand different products and have different values.
- Customers know exactly which product they need and how much is appropriate at different stages.
- Customers are always rich, just how much to allocate and when to implement. Salesmenimagine small orders, get small orders; imagine large orders, may get larger orders.
Customers are willing to pay:
- Customers open negotiation issues and prepare to enter the negotiation process. As long as they can negotiate the acceptable content of both sides in the issues demanded by customers, they can enter into the negotiation in substance. Conversely, if customers do not open negotiation topics, they are mostly not sincere or have not decided to implement the project.
- Prices are based on exchange terms. If you want me to reduce the price, I will make other requests. If both sides can meet each other, they can sign the bill.
- Customers are disgusted with any price; customers feel that any product is not good enough. Customer payment is to buy additional value, to exceed its value, price reduction can not satisfy customers. Only by making customers feel [expectation], [surprise], [no buy can't do], can we create an atmosphere of immediate signing.
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