Five Tips For Big Client Negotiation

Compared with the fast moving consumer goods market, the market of industrial consumer goods can be regarded as a battle without bugle.

Compared with fast moving consumer goods, industrial consumer goods are not for the public, professional is very strong, and there are not many opportunities to show their faces in the media.

Although there is a higher entry barrier, the competition in this market is also tragic.

Especially in the new era of marketing, which advocates relationship marketing and service awareness, how to break through the three major fields of technology, market and relationship has become an important issue for all industrial consumer goods manufacturers.

It is not uncommon: the project information that we have tried to find out is the "smoke bomb" that the customer has released. It has spent a lot of money and energy, but finally found that the customer did not even have the basic needs of the project. It was hard to "get" a responsible person. When the order was signed, the client unit temporarily replaced the new project leader, and everything had to start all over again. After several rounds of elimination of technology, quality and price, all the competitors had already been out, and the order should be readily available. The client unit took out a project which was almost irrelevant. In the actual marketing of industrial consumer goods, such a case.

At this time, do or not?

It can be seen that the marketing of large consumer accounts for industrial consumer goods is quite difficult.

There are three barriers to the entry of industrial consumer goods. They are professional technology, market segmentation and customer relationship, and they are also the non - mediocrity to enter the field because of the high barriers to entry.

A master can not fight hard as a child fighting, but the mystery is not very clear from the authorities.

There are a number of successful or less successful cases in the customer relationship management experience. After a summary, it is found that successful cases are similar and different cases of failure are different.

In the marketing of key accounts, the most important thing is to negotiate business with major customers. Only by mastering certain negotiation skills can we accurately grasp the real needs of customers and break through their psychological line of defense.

Here, the author combined with his own experience to provide you with five big customer negotiation tips.

The first move: to see the real needs of customers through the fog and the month.

As a marketing representative of a famous industrial automation equipment manufacturer in China, I was responsible for bidding and negotiation of key customers.

At that time, the first task of the writer was to find potential clients with the greatest possible turnover and to develop key public relations.

When bidding, some enterprises often throw out some "hidden" project requirements, thus shifting the attention of some manufacturers.

Through a variety of information channels, I understand that two of the three major projects that we have striving to release are unrealistic, so that we can seize the marketing focus and lock the target in time.

In this process, a wide range of information channels is the key, communication between formal and informal occasions is very important.

In fact, a very important message comes from a chat with our driver.

This seemingly useless chatting let us know which requirements are internally determined by the company and what needs are not needed or temporarily incapable of implementation by the company.

The second move: use relative advantage to attack competitors.

Three enterprises were selected for the first bid. Apart from our company, two other enterprises in the province were represented by SIEMENS and ABB products respectively.

They have both the advantages of local companies and the technological superiority of multinational companies.

But our advantage is also very obvious, that is, the integration advantages of the system.

It was just when SIEMENS's product had a bit of software failure that led to the failure of the customer's production line to function properly, and when foreign engineers arrived at the scene, at least twenty days later.

At this time, we immediately dispatched an expert team from Beijing headquarters to solve this problem without compensation.

This event not only won a very valuable trust vote for the company, but also made SIEMENS win the championship.

The third step is to find a breakthrough in relationship and to arouse interest and interest.

Although SIEMENS is out, ABB is also not easy to deal with, and it is heard that the relationship between the agent's boss and the boss of the client company and distant relatives.

After many inquiries, we learned that the wife of the head of the customer company was once a colleague of a marketing manager of our company, and she owed the manager a "human relationship".

In the heat of competition, human factors become the top priority. We immediately designated the manager as the leader of the project, and launched a series of corporate public relations activities.

Just when the child of the head of the client company was ill in hospital, the project manager went to visit the hospital with his wife. Two similar mothers saw each other at the same time.

Afterwards, the boss of the client company recalled that your company is sincere in caring for people, and is committed to your sincerity and also to make friends with you.

It can be seen that in this process of negotiation, enterprises must move people with sincere care, giving priority to emotion and supplemented by interests.

The fourth recruit: refuse small profits, stick to the stand and keep the right direction.

After several rounds of competition, all of our competitors have been eliminated. Our company will soon become a winning bidder.

However, a company that has already been out of business is a long-term business partner of a client company. It is closely related to the top level of a client company. Even if it is out, it will have an impact on our company.

One day, a deputy general of the customer company informed us that, in view of our excellent performance in several rounds of bidding, we should give us the order form of $about one million, and express our desire for a long time in the industrial automation project.

After studying the company, we immediately abandoned the instrument project, focused on doing the best automation projects, and urged the other side to confirm the order.

At the time, some managers were puzzled. The instrument project was also a fat meat. Why should I give up?

Our attitude is: first, the instrument is not our strength, it will distract our energy and the risk of failure is greater. Secondly, the promotion of instrument projects may give the competitors the truth, so that they can make a comeback and even take away the key items of this tender.

In this process, it is the key to success or failure of projects to not be confused by small profits and to adhere to established line policies.

The fifth recruit: self check and self correction, make up for loopholes and win the battle in one fell swoop.

After our insistence, the client side finally agreed to hand over the automation project to us.

When reviewing the quotation, we found that we had overpriced some non key supporting materials, and the other side made a request to cut thirty percent of the total price.

We immediately conducted an investigation and found that the price of some of the supporting materials was too high because the front-line marketers felt that the cost of the project was too high and that they hoped to raise some unimportant non key products.

The company immediately lowered the price of all the matching products, and promised that the other side could supervise the matching products. Finally, on the basis of the price adjustment of more than $20 million, the order with a total value of more than 3 million yuan was obtained.

Therefore, in the final stage of rush, enterprises must pay attention to details, adjust themselves in time, find problems immediately resolved, and finally ensure a successful signing.