The former "FMCG Distributor Professional Management Consulting" has been renamed New Distribution Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Salespeople often ask me how to sell and if there are any special tricks. There are indeed no special tricks, but there are general ones. We often see salespeople talking endlessly to customers about our brand, our company, our philosophy, our capital, our products, our product efficacy, our product features, our channels, our customers, our sales share, our market coverage, our boss, our future, and so on. After talking for a long time, the customer is still not moved, and the deal is not closed. Why? Because we talk too much about ourselves, which is not what the customer cares about, is interested in, or wants to get. In fact, sales is not about "us" but more about "you." Clarify the following three points, and I estimate that your closing will not be a problem. First, what does the customer want? Marketing is about solving the problem of integration of supply and demand. Whether it is indirect customers or direct users, marketing is about solving the problem of how supply and demand oppose and unify. This is the core issue of sales. Customers do not care about your problems; they care about their own. So, to sell products or services to customers, you must first understand what customers need and want to get. Customer needs are the starting point of our sales. For example, a manufacturer of fast-moving consumer goods has channels roughly divided into online and offline. Online customers are direct users; offline may go through distributors and retailers, then to end users. There are actually two types of customers: trade customers and direct users. Their concerns have similarities but also differences. Trade customers care whether your product is high quality, safe, has brand power, is competitive, can bring them profit, and whether it can bring long-term stable profit. Direct users care more about price and the experience after use, in addition to quality. In summary, trade customers aim to make money, focusing on product, resources, and marketing; direct users aim for safe and happy use, focusing on cost-performance and user experience. If you can clearly understand these differences and characteristics, your sales is already half successful. Many salespeople do not care about customers' concerns; they often focus on their own products, product-centric, and product as the starting point. If today you still only have products or goods in your eyes and heart, then please immediately stop this mindset, change your thinking, and from now on, put customers in your heart. Whether day or night, your heart should only have users or customers. What they think, what they want to get, what they need, what they want to satisfy—that is what you should know and strive to achieve. Then, under the guidance of this goal, think about the second question. Second, what can I provide? Knowing what customers need, you can find out which direction your product or service should go, how far you are from customer needs, and whether you have the ability to meet them. Next, you need to effectively compare your product or service with customer needs, find the gap, and then find the trigger point to ignite the customer. I am in management consulting. I must find in the client's company the analysis data and on-site problems caused by poor management, find the reasons why people cannot be retained, find evidence of unstable quality, find negative evidence of high costs, and find the real problem points of why goods cannot be shipped. Then, I explain to the client what problems our company can help solve, how much time it will take, how much it will cost, how many consultants will be stationed, and what the enterprise can get—a series of problem-solving solutions, finally forming a written agreement. What we can provide must fit customer needs, otherwise it will break. If you talk to a distributor at length about how good the product is, how favorable the price is, how famous the brand is, how strong the manufacturer is, and how abundant the capital is, this will not move the distributor, because what he wants is whether distributing your product can make money, safely and long-term. So, your offer must be what the distributor wants, not what you want. This is the difference between excellent salespeople and ordinary ones in daily communication and closing. Third, in what way do I close with the customer? The third move is the way to close with the customer. Although your product or service is connected with the customer, it does not mean the deal is closed, because there is also the issue of the closing method. What is the closing method? It is the conditions, time, term, quantity, etc. of the transaction. These are also sensitive constraints. There is almost no closing method without conditions; zero-risk commitment is a closing method. When shopping online, we often ask if we can return unconditionally, because we fear the product is not as described. The unconditional return here is one of the closing conditions. Closing methods require negotiation, and negotiation is a process of concession. Do not insist to the end, or no deal will be formed. Negotiation has skills that require special learning and regular summaries after negotiation. No one is born a negotiator; it takes a long time of practice. The simplest way is to list the conditions proposed by the other party, then check whether you can give and satisfy the customer. As long as you clearly explain these three aspects, I estimate that you have mastered the essentials of sales, but to become an excellent salesperson, you still need to repeatedly train according to the template each time. New Food Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how FMCG industry channels will change under the trend of Internet+ transformation Conference Agenda 08:00-09:00 Registration 09:00-09:05 Host opening 09:05-09:35 2016 China FMCG Industry Trend Analysis Report - Zhao Bo 09:35-10:05 FMCG Enterprise Transformation Strategy and Path - Liu Chunxiong 10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Reform - Liu Zhao, CEO of Waiqin365 10:35-11:05 Reconstructing Distribution Channel System, Promoting Urban Retail Upgrade - Tian Yuan, General Manager of Alibaba Retail Link Backend 11:05-11:25 Channel Efficiency in the Internet Era - Fu Xiaoyun, Vice President of Benlai Holding 11:25-12:00 Roundtable Forum - Brand Transformation: Improvement vs. Reconstruction? Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia 12:00-13:30 Lunch 13:30-13:50 Distributor Transformation: City Distribution Trend Development - Wang Qi, CEO of Weijie City Distribution 13:50-14:20 Roundtable Forum - Why Distributors Should Do Logistics in Transformation Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan 14:20-14:40 How FMCG Enterprises Take Off with the Internet - Wang Hui, E-commerce Operations Director of Xijiu 14:40-15:00 Detailed Explanation of Zhongshang Huimin's One Machine, Two Wings Strategy - Su Xiaoxin, Vice President of Zhongshang Huimin 15:00-15:20 Category Value and B2B E-commerce Development Strategy - Wang Chaocheng, CEO of Yijiupi 15:20-15:40 Supply Chain Finance is the Lubricant for B2B to Drive Traditional Business - Chen Xian, CEO of 51 Order 15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain - Yang Lixiang, CEO of Zhanghe Tianxia 16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecology - Miao Dong, Vice President of Quanshi 16:30-16:50 B2B Investment Principles and Ideas - Zhao Mingwei, Vice President of Junlian Capital 17:00-17:30 Roundtable Forum - Who is the King of FMCG B2B Models? Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin 17:30-19:30 Dinner For manufacturers and friends who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click Read Original to register. Registration: Long press the QR code below or click Read Original ↓↓↓ Click "Read Original" [Register]