没有好的市场推广、培训和服务的话,一个好的产品什么也不是
Yesterday we had a customer from an African Country in our showroom. The guy seemed very professional and knowledgeable. He showed us all his credentials: Business Cards, Catalogs, Pictures, brochures of his company.
昨天一位非洲客户到访我们展厅。这个家伙看起来非常专业和博识。他给我们看了所有他的背景资料:名片,产品目录,照片,公司宣传图册。
We knew right away we were not dealing with a rookie buyer or just a one-time buyer person. He knew exactly what he wanted, what looks, what sizes, colors, finishes and he was definitely in need of some good quality tile.
我们马上意识到不是在和一个菜鸟客户或者一次性的买家打交道。他很清楚什么是他想要的,什么样的外观,哪种规格,颜色以及表面处理, 而且他绝对需要的是质量很好的产品。
After a few minutes talking to him he told us several stories about all the bad experiences he had in buying tile from China. From mistakes in products shipped to serious quality problems with the products. But at the same time he mentioned about the good experiences with purchases done in China which were far more than the bad experiences.
和他聊了几分钟之后,他告诉我们一些在中国采购瓷砖的不愉快故事,从发错产品到严重质量问题。同时他也提到了在中国采购的愉快经历,比不愉快经历要多得多。
The thing here is that it only takes one bad shipment to ruin your reputation with the customer. The work that you did for several times, months or years of shipments can go down the toilet if you just do one mistake.
只需一次糟糕的发货就可以毁掉你在客户那里的信誉。你之前做过的工作,经年累月的成功记录都会因为一次错误而被冲进马桶。
He also mentioned that he is in constant search and benchmarking for the best, most reliable Chinese ceramic manufacturers. The ones that balance quality design and price correctly and offer the best products for the price you pay. He also said that he only needed one bad experience of purchasing super cheap low price tiles at 2-3 dollars per m2 to decide to never ever do it again.
他还提到他一直在寻找最好的、最可信赖的中国瓷砖生产商。那些可以很好地平衡质量,设计和价格,能提供对得起价钱的好质量的厂家。一次他采购了2-3美元/平方超低价格瓷砖,这次糟糕的经历让他决定再也不要那样做。
So I asked him: What are you looking for?
He answered: I need good quality tiles with good designs for commercial projects, not polished in 60x120 size.
I noticed right away that he never even mentioned the price.
So I asked the question: What price level are you looking for?
于是我问他:你在找什么呢?
他回答:我需要用于商用项目的,拥有好质量和好设计的砖, 60x120规格的非亮面砖。
我马上意识到他从来没有提到过价格
于是我又问:你在找什么价格水平的呢?
Honestly, I knew the guy was very knowledgeable and knew for sure about pricing levels from different companies. So he replied to me: It depends on the product. He also said that he was willing to pay more if the product specifications and looks were good. So he said my range could be from X to Y dollars.
实话说,我知道这家伙懂得非常多,并且肯定也了解不同公司的价格水平。他回答我:完全取决于产品。他还说如果产品的质量标准和外观足够好的话愿意付更多钱。所以他说我的出价范围可以从X到Y美元。
And here is the message about this story:
这个故事所传递的信息:
I said to myself: It is easy to sell 60x120 for “X” low price dollars; as a matter of fact at this price level we do not even need sales people. But to sell 60x120 not polished for “Y” high price dollars per m2 you need a professional sales person, well trained, with knowledge about how the product was done, why it is better. He or she also needs to know the specifications of the product such as: Thickness, Water Absorption, Coefficient of Friction, etc.
我对自己说:要把60x120规格产品卖到“X”美元这种低价很容易;事实上在这种价位上我们甚至都不需要销售人员。但是把每平方米卖到”Y”美元这种高价的话,你需要一个专业的销售人员, 受过很好的培训,了解产品是怎么生产的,为什么更好。他或者她还需要了解产品的一些技术参数如:厚度,吸水率,摩擦系数等等。
You need to have also good catalogs, presentations, and pictures, even real product installations in your showroom or somewhere else. A single tile does not tell you ANYTHING! How can you tell the variation of the product with just showing a single tile??? How can you sell an item that was produced with digital technology and that used A+B+C other applications and other things like the product meets ASTM standards if your sales personnel don’t even know?
你还需要有好的图册,介绍,图片,甚至在展厅或其它什么地方对产品进行实际展示。一片砖告诉不了你任何事情!你怎么可能从一片砖上看出这款产品的变化呢???如果你的销售人员自己都不知道,怎么去卖一款喷墨打造的,使用了A+B+C工艺的产品呢 ?怎么去告诉别人产品达到了ASTM标准呢?
So believe me, I have seen too many products in China; actually there are a lot of very good products but I really think that one of the things that are missing from these manufacturers or distributors is that marketing, training, service part to show why these products are good.
所以相信我,我在中国看过太多的产品了;实际上这里有很多非常好的产品,但是我真的认为对于生产和销售这些产品的厂家和经销商来说,他们所缺失的事情是好的市场推广,培训和服务,来说明为什么产品是很棒的。
So pay more attention to these things…………………………
所以请关注它们……
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