No matter how good the product is, no matter how good the technology is, if there is no particularly good promotion and sales plan, it is zero.
That is to say, no matter how good a product or technology is, it also needs a good marketing plan.
01 This is Reality
Especially for daily consumer goods and daily necessities, some new technologies, new products, and new concepts may be very good.
You feel that as long as this product is made, it will definitely bring a lot of profits to your company. Yes, this is a good expectation, but if you don’t have a good publicity strategy, many clients will still abandon your project, this idea. Because we know that new technologies and new ideas emerge every day in this world. But we often find in some big supermarkets and hypermarkets in Europe and America that the most popular items are not necessarily the latest technology or the best products.
Many customers, are still relatively conservative. Why don’t buyers buy your newest product, or just appropriately tokenize, a portion to test the market? They were on the safe side, and he had the risk.
Old products, even if this thing is old-fashioned, but the market has proved that this thing can be sold, and it can be sold. Even if he doesn’t like this product in his heart, he will sell it. It doesn’t matter, because consumers like it and it is market-oriented. He may like a new product very much, but even in this case, he will still do various evaluations to test the market.
Even if he really can’t help but want to place an order and try it, he will never place a million dollar order for you in one go. He will definitely place a small order, buy 1000pcs to try it out, sell it and see how it goes. If it sells well, yes, I will add more; if it is not good, it means that the market does not recognize it, then this project can be shelved at any time and can be abandoned at any time. This is the reality.
So in Europe, America and the United States as a buyer, what is the first thing we need to do in many cases? It is not to seek merit, but to seek no fault.
I sell a mature old product, maybe the company’s profit ratio is only 40%. But this thing is recognized in the market, how much it can sell every month and how much it can sell every year is fixed.
So I can keep flipping orders, even if the price of your supplier goes up, the retail price on my side cannot go up.
The company’s profit can be compressed to 35%, and sometimes there are even some promotional activities, but we will continue to do this product. Instead of giving up the old product immediately because you have designed a new product, the risk is too great for the buyer to bear.
If the sales of new products are unfavorable, it may be a huge loss to the company, and it will also have a huge impact on the current adjustment of products. So the company may try a little new product every year at most in limited circumstances.
But in most cases, the core orders are still on some stable old products. Even if the profit is relatively low, the old orders for old products will be stabilized.
02One case
It should have been in 2007, when I went to Taiwan. A Taiwanese factory has developed an interesting product that you may not have heard of. This product is a very small device. What is the function of this small machine installed in the refrigerator? Remind everyone not to eat more sweets, not to eat more ice cream or drink more drinks. So when you go to open the refrigerator, that device will make a pig-squeak sound. Just to remind you, you can’t eat any more. If you eat more, you will become like a pig.
The idea of this factory is very good and very interesting.
At that time, his boss was still smug, thinking that my product would definitely sell well, and I would definitely sell it in the US market.
He used his contacts and channels to prepare samples for many American retailers, and then told those buyers about the concept plan.
Most buyers are indeed very interested and think wow, your idea is really good and interesting.
But the result is that so many U.S. retailers, after researching and evaluating this plan, have not placed an order to purchase this product.
In the end, the factory abandoned this project and did not make this product again.
So what is the reason?
Later, I went to discuss this matter with American buyers at the exhibition, and those American buyers told me that the reason was very simple.
They also liked the product and thought the idea was a good one.
But they just can’t figure out how to sell it, how to market it, how to market it to consumers, which is a big problem.
The concept of your product is very good, but it is impossible for me to put this product on the shelf in the supermarket, and then put a brochure next to it.
Certainly not, so what can we do?
It may be necessary to place dozens of large TV projections in various conspicuous places in the supermarket and keep playing this video.
Just relying on this video may not be understood by everyone, you have to add text below.
The video is combined with the text to let consumers know that this thing is such a principle, very interesting, whether to buy one, remind yourself to lose weight, etc.
But in this way, buyers will feel that this kind of video, everyone may watch or hear it.
But you will never pay much attention like watching a movie, watching pictures and subtitles at the same time. The probability of this is very low.
Therefore, after making calculations, they felt that the project was still not feasible.
The product is very good, but because there is no good sales strategy marketing plan, the project was abandoned.
03 The hardest place
It sounds very sad, but in fact we experience this every day. Whether you are a factory or a trading company, you will always feel:
I have a good product in hand, why don’t customers buy it? My price is very good, why don’t customers place an order? So I hope everyone will consider a question, that is, your product may be good, but how do you instill your good idea to consumers.
Let him know the difference between this product and the old product, why should I not buy the old product and buy your new product?
What are the benefits for me, what are the advantages?
You have to make him understand this with very simple and direct things, and be able to touch him and make him interested in buying. This is the pain point of consumers.
That is to say, only when you master the psychology of consumers and know how to open the door of consumers can you persuade and secure buyers.
Otherwise, the buyer will not be able to pass this hurdle. When he can’t develop a better sales plan to promote, he will never take the risk to purchase new technologies and new products, at most it is just a preliminary test. Once he does not do well, he will immediately stop and give up immediately. This is a very simple thing, and it is also a very normal rule in the shopping mall.
You may think that your product is good. Your boss or a colleague tells you that our product is very good and our price is good.
Yes, these are facts, but these things that exist may not be fully accepted by consumers.
Even give up some old things, some inherent habits, and some inherent preferences because of your products.
Why give up? Unless you have a special reason, you have a reason to convince the other party.
How do you instill this reason into others, and how to use immersion marketing in various ways, so that everyone can experience, feel, and perceive? These are the hardest things in the sales process, and they also require someone to think about it.
And these things are not necessarily what the manufacturer of a product can come up with.
So many times we will say that the hot sale of a product is really a lot of things at the right time and place.
Not only his products are good, but more importantly, he can grasp the psychology of consumers, and he can touch consumers’ purchasing preferences. That’s the hardest part, not the product itself.
So I want to tell you that if you just put all your thoughts on researching technologies and products all day long, it is not enough. Because these things are what engineers do and what technicians do.
As a salesperson and a salesperson, what you need to do is that the market is the consumer and the buyer, and these are the things you need to communicate, consider and balance.
Post time: Aug-04-2022