In today's fiercely competitive consumer market, product homogenization is becoming more severe, competitors are increasing, prices are becoming more transparent, and merchants' tactics to attract consumers remain the same old tune—comparing services: you offer a 3-year warranty, I offer a 5-year unconditional warranty; comparing concepts and selling points: everything is high-tech; comparing promotions: sales don't happen without promotions; comparing deception: tricks like 'selling crutches' are rampant.

But consumers are becoming more rational, mastering the art of 'shopping around' and using legal means to protect themselves. Many salespeople feel helpless—customers can no longer be coaxed, fooled, or deceived! So, often they have to focus on price.

Let's take computer sales as an example:

  1. Consumer Analysis: Generally, customers buying large appliances like computers will first consult acquaintances or check prices online. After roughly understanding their needs and budget, and locking in the brand and even model, they go to the computer mall to compare prices, then buy from the cheapest and most reputable dealer.

  2. Competitive Environment Analysis: In a computer mall, there are many专卖店 for the same brand, and some large companies distribute multiple brands. The media price is uniform, and everyone's wholesale price is the same, so they all start from the same line.

  3. Professionalism vs. Price: Often, salespeople are professional and have pleasant communication with customers, but when it comes to price, customers get up and leave. Their reason is solid: 'Yes, you are sincere and dedicated, and I like you, but for the same product and service, if someone else offers a lower price, why should I buy from you?'

What do you do then?

  1. Move with emotion, convince with reason. You could say: 'Sir, we are an authorized专卖店, all products are genuine with official authorization, we issue national tax invoices, strictly adhere to the three guarantees, and never deceive. You can buy with confidence and use with peace of mind. The retail price is uniform nationwide, and company policy prohibits discounts. As you know, the gross margin on IT products is very low. After selling you the computer, we also provide on-site service, which is costly. If we lower the price, we lose money, and we can't do unprofitable business. Some small shops may be cheaper, but I can't guarantee their products are genuine. Moreover, companies that sell at low prices have already exhausted their service budget, and computers often have technical issues. What will they use to serve you then? Since you're already spending thousands, why risk it for a mere 100-200 yuan savings?'

But many customers don't buy this—cheap is the only truth!

  1. Try to find your company's differentiated advantages (unique selling points)—company strength, good reputation, better service guarantees, ability to issue VAT invoices, on-site installation, free installation of more software, etc. A few customers might say: 'The other store promises even more.'

  2. Lower the price—be cheaper than the competitor. Let's not even talk about whether you'll make money after lowering the price, but after you lower it, the customer will definitely want it even cheaper. When you have no room to lower further, some customers will think: 'It must be possible to get it cheaper; I haven't found the lowest price yet. Let me check another store.' Then they'll say: 'I'll look around; if I don't find a better deal, I'll come back to you.'

  3. When there's no room to lower or retreat, what do you do? Watch the customer walk away?—Only take a risk and retreat to advance. Sometimes a few customers have already set their sights on a product, and other salespeople, seeing no chance of closing, maliciously reveal the bottom price—'If I can't make the deal, no one else will!'

Quote an ultra-low price to keep the customer and give yourself a chance to 'transform.'

The so-called 'transformation' involves quickly analyzing the customer through observation and communication, building trust, deeply exploring their needs, fully understanding the product they intend to buy, identifying its flaws, guiding the customer to 'fully recognize' their own needs and the product's shortcomings, making them reject their original choice, and then proactively seek your advice. At that point, you present the 'most suitable product' you've prepared for them, let them experience it, and quickly close the sale.

Why quote an ultra-low price, even below cost?

Because such customers are only interested in price, have strong defenses against salespeople, and have already learned the 'bottom price' from comparing ten stores. Only by addressing their most sensitive point—price—can you make them feel you're 'honest' and trustworthy, opening them up to share more information, allowing you to make the right judgment. (Of course, the price must be low but also reasonable, not so low as to be unbelievable.) This stage is called 'attacking the heart.'

For such customers, only by gaining trust can you 'guide them to understand' other products (directly introducing products may trigger resistance), thereby sparking their interest and subtly influencing their perception and views. Then, kindly help them with a professional 'comprehensive analysis' of their needs, pointing out that 'each has its strengths and weaknesses,' and that the most suitable is the best. This stage is called 'brainwashing.'

Next, use product experience to enhance the customer's sensory understanding of the new product, then use low prices (compared to the original), gifts, promotions, etc., to gain rational approval. Finally, emphasize how popular the product is, that supply is tight, the promotion period has ended, this is the 'last unit,' and it's exclusive to this store—pressing step by step to stimulate impulsive buying. This stage is called 'closing.'

At this point, price is no longer an issue for the sale.

  1. But what if some salespeople can't grasp the essence of 'transformation' or fail to transform successfully? Then the customer insists on buying the original product, and your price is negative profit. You have to sell, whether you want to or not!

Lifesaving trick—'Crossing the sea by deceiving the sky.' Even if transformation fails, you've already gained a comprehensive understanding of the customer's needs and analyzed them deeply. The customer trusts you somewhat, and their defenses are lowered. If they find you very professional, they might follow your advice. At this point, you can suggest they add some peripherals. For example, you sold two computers at a loss of 400 yuan, then guided the customer to buy a printer and a fax machine, bringing the total gross profit to 2,400 yuan.

It's a case of 'losing at sunrise, gaining at sunset'; or 'when the west is not bright, the east is.'

  1. What if the lifesaving trick doesn't work?

The last hope—'Throwing a brick to attract jade.' If the customer is a big client, it's okay to sell at a loss to retain them, build a good relationship, and there will be opportunities to profit later. When I was in IT sales, a group company bought 5 commercial computers on the first order; I lost 400 yuan, but that kept the customer. After that, they bought 4-5 computers from me every month on average, never negotiating price. They just gave me a check when I delivered the invoice. Even six months later, the price was still the first order's price. IT industry friends should understand that for high-end commercial machines, prices can drop by thousands after six months. So, did I lose or gain? Some might ask: Why did the customer trust me so much? It was through service—when a customer needed a memory module urgently, I sold it to him at a loss of 10 yuan and even took a taxi from Zhongguancun to deliver it to the East Fourth Ring. How could he not be moved? Consumers are rational, but they are also emotional. If you manage the relationship well, customers will proactively give you opportunities to make money!

It's about 'casting a long line to catch a big fish.'

  1. If the last hope is dashed—the customer has no potential for cultivation—is there any protective skill left?

Of course—'Golden mask, iron face.' 'Oh, I'm so sorry to keep you waiting. I just sent someone to get the machine, but there's only one left in the warehouse, and when we tested it, we found a quality issue. Of course, we won't sell defective products! Would you like to wait a few days, or consider another model? ...'

If you can't afford the loss, then just 'be a dead pig unafraid of boiling water'!

  1. What if that still doesn't work?

Dear 'sales' friends—you can only pray: 'Heavens! Please drop 5 million from the sky, even if it knocks me senseless, I'll be happy!'

  1. What if God is asleep?

Dear 'sales' friends—do you see those people in the corners of the city? You could learn from them: 'Please have mercy! Pity me! I haven't made a sale in days.'

(The quotes around 'sales' indicate that some people are no longer fit to be salespeople!)

Finally, some sales friends might curse me: Liu Lianxi, you 'big liar,' you're teaching us bad tricks, making us walk on a knife's edge! Your 'transformation method,' 'crossing the sea,' 'throwing a brick'—if they go wrong, they become 'absorbing star power,' 'a clay Bodhisattva crossing the river,' or 'lifting a rock to drop on your own feet'!

Thanks for the compliment. The other day I saw an article by a famous person titled 'Marketers and Liars Are Only One Step Apart,' which was well analyzed. Our goal in sales is to make money, to close deals, to compete, to survive—we can use any means. But as long as we genuinely care for our customers, keep 'the customer is God' in our hearts rather than just on our lips, ensure customers get satisfactory products and services, and keep our conscience—'Take your own path, and let others talk!'

Hehe! The ancients said: 'How can you catch tiger cubs without entering the tiger's den?' Modern people say: 'Opportunity and risk coexist!'

Teacher Ye Maozhong's advice to marketing planners: 'The smart way to deal with price wars is to resolutely step away.'

My advice to frontline salespeople: 'When prices can't go lower and there's no profit, try 'transformation'!'

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